Over the past two years, we’ve collaborated with EABL on a product initiative designed to push the boundaries of innovation. The goal was straightforward yet ambitious: to rapidly develop bold, high-quality liquids that resonated deeply with first-time or exploratory consumers. Unlike the brewery’s main operations, which focuses on large-scale production with lengthy processes, this initiative was conceived as a creative playground - a space for experimentation, risk-taking, and originality.

Immersion in EABL’s way of working

EABL is a massive and historic Kenyan brand with decades-worth of institutional knowledge, beliefs and systems that have built and maintained their success for a literal century. Integrating our fast-paced, innovative approach within a traditional brewery required careful alignment. We immersed ourselves in alcohol (figuratively speaking, of course) and in the brewery’s established culture, learning everything we could about beer and brewing, understanding brewing processes, mapping existing legal and regulatory frameworks, and building relationships with key advocates. This ground work helped us bridge internal expectations with our agile approach, and reassured stakeholders that quality, compliance, and brand integrity could coexist seamlessly with rapid innovation.

A brewing challenge

We had a big challenge – building a fast, agile process for liquid and product innovation. One that encouraged creative exploration, while still aligning with a large corporation’s traditional gate processes, internal approvals, and regulatory requirements.

Distilling processes for true Agility

To do this, we had to completely reimagine the product development process by distilling it to its key essential steps and streamlining traditionally lengthy steps into what we affectionately came to call the ‘Minimum Viable Process’. Innovative alternatives and proxy checkpoints allowed us to swiftly advance product concepts without compromising standards. Delegating and overseeing the visual design work to a local agency allowed us to work faster in parallel with other mission critical aspects of the process. 

Building new tools and frameworks to spark and sustain innovation

Central to this Minimum Viable Process, was an intensive early research phase. We spoke with consumers and collaborated directly with brewers to distill (see what we did there) meaningful insights to form the core of our "storyful" liquids. 

Clearly identifying and defining the narrative early meant that teams across liquid development (brewers) and visual storytelling could work in parallel. Detailed mood boards, visual scapes, and carefully crafted brand language helped to underpin and align both processes.

This new framework significantly shortened product development timelines from the traditional 18+ months to just eight to twelve weeks!

Product Innovation

Through our partnership, this streamlined process resulted in three distinctive, premium liquids, each deeply anchored in storytelling. Every product was carefully crafted and its strategy positioned around a central narrative - a specific mood, experience, or moment - which guided everything from formulation (how the liquid should taste) to naming, packaging, branding, and messaging. These beverages became immersive experiences, each bottle encapsulating a unique narrative.

Product Brand Naming & Creative Direction

Nairobi Summer - An ode to the unique energy that bubbles up on a warm Nairobi day.
Type: Pale Ale | Themes: Special connections, individuality, warmth

Wanderlust - A celebration of those who love to explore the world
Type: Ginger beer | Themes: Travel, exploration, discovery

Timau Gold - A rich beer with elegance & character like the hills of Timau
Type: Weissbier | Themes: Golden moments, ambition, celebration

Beyond the creation of new products, the initiative fostered a valuable shift in organizational thinking. By deeply engaging with brewing expertise and demonstrating effective collaboration, our teams showed that agility and thoroughness can coexist, and that true innovation in large organisations is possible. Today, these products stand as proof of what’s possible when bold ideas meet thoughtful execution.