For years there was a rush to the craft brewery space as consumers demanded unique flavors and beer offerings beyond simply the large breweries. But, over the last few years the sale of beer product nationally has been flat, leaving microbreweries looking for opportunities and demographics to grow their revenue. This led to an explosion in the development of seltzers and similar alcoholic alternatives that reached new, non-traditional demographics, specifically younger females. Faced with a now over saturation of these alternative alcohol products Proper Brewing, working with their regional distributor, saw an opportunity to create a first-in-market regional hard tea line to reach new, untapped avenues for growth.
Playing off of the brewery’s name, Proper Brewing, the product was named and designed as the anthesis of a proper English afternoon tea time. There’s no Alfred and Ethel sitting around in the cottage garden here discussing the queen. Using the infamous King Henry VII as the centerpiece, we helped build a product that is a ‘Very Not Proper Tea Time’. Making its initial entry into the Utah market with four flavors; Tea, Raspberry, Peach, and Lemon, the cans even come with their own Drunk History inspired telling of famous stories in the history of tea.
PLAN // Brand Audit + Research / Brand Strategy + Positioning / Brand Voice + Messaging / Campaign Concept / Campaign Strategy / Content Strategy / Go-to-Market Strategy / Lead Generation Strategy / Market Analysis + Research / Stakeholder Management / Website Strategy CREATE // Art Direction + Graphic Design / Brand Identity / Content Creation / Copywriting / Creative Direction / Environmental Design / Motion + Animation / Naming / Packaging Design / Photography / UI Design / User Experience (UX) Design / Video + Film DEPLOY // Advertising / Digital Advertising / Email / Paid Media / Print / Social / Website Development
