"Franco (with some sort of strap line), short for Franconia where the brewery is located. The strap line may be something like “Fortune favours the brave” (however if you have other suggestions, feel free to suggest them).
Look Objectives: This will have two elements -
1) Look attractive enough that it will make people want to pick it off the shelf and store managers to want to display it on shelves.
2) Serve as social camouflage for people who do not drink alcohol but want to blend in in social/business environments where beer is drunk."