PROPER
BREWING

vs. Salt Lake’s exploding craft beer market

PLAN // Brand Voice + Messaging / Campaign Concept / Campaign Strategy CREATE // Art Direction + Graphic Design / Creative Direction / Illustration / Packaging Design / UI Design / User Experience (UX) Design DEPLOY // Advertising / Digital Advertising / Email / Print / Website Development

Proper Brewing’s Challenge

Finally beginning to gain shelf space on grocery store shelves in the state, the microbrewey’s artwork featured disparate art direction and a visual appeal that wasn’t strong enough to stand out around the competition.

Our Solution

Sometimes containing pop culture references or movie homages; the new can art work lives inside a set of rules to create a consistency while allowing for a looseness to create an energetic variance. We used this new branding base to create marketing programs and help in all aspects to grow business for the brewery and Proper’s other fine dining restaurants.

Proper Brewing Cans
Proper Brewing All Cans
The Results

88.7% INCREASE IN DISTRIBUTED CAN SALES & 126.4% INCREASE IN DISTRIBUTED KEG SALES.

January 2021 – January 2022

Proper Brewing East vs. West Box
Proper Brewing Social Stories
Proper Brewing Coasters
Proper Brewing Street Advertising
Proper Brewing Social

MORE THAN JUST BEER

Proper Brewing isn’t just a beer brewer. In addition to locations Downtown and in Moab, Utah they have an award-winning burger restaurant Downtown, two fine dining restaurants, and a beer bar in the Sugar House neighborhood. This leads to a challenge to keep the brands consistent while also giving them a unique character and feel.

Proper Brand Family
Fish Tacos
Beet Ravioli
Proper Burger Menu Boards
Proper Menus
Proper Brewing Emails