Brooklyn Summer Ale
Services
- VBI
Switch Summer On
Repositioning a seasonal favourite to unlock ownable off-pack brand expression. Wanting to win in the on-trade and grow beyond a seasonal proposition, we needed to take Summer Ale beyond clichés and create an identity that lives up to the Brooklyn spirit. Moving from a seasonal proposition to an all-year-round one, our strategy was to elevate the brand into a state of mind. So when an entire category seeks solace by the beach or by the lake, Brooklyn tunes into its urban home even further.
Our creative idea was to Turn Summer On at the slide of a switch and infuse the city with that Brooklyn sunny spirit. From sunshine steeped photography, to pop-up set-ups, stoop displays and pool party waves, we brought the Brooklyn summer rays to every touchpoint.
Reminiscent of summer light casting shadows and bouncing off city buildings, we added depth and detail to both typography and brandmark. A bold sunny beam conveys the spirited state of mind locked in every beer can, while the pool pattern brings graphic texture and dynamism to the identity – we brought the Brooklyn summer to every touchpoint.
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