BEER HAPPENS
Campaign Series
Poster 4/0 18x24in | Flyer 4/0 A4 | Postcard 4/4 6x4in
Promo Kit 4/4 | Coasters 4/0
The Beer Happens campaign aims to inform adults of the history and culture of craft brewing, its importance in building community, strengthening local economies and alternative to binge-drinking culture while advocating respect for beer. The target audience is made up of people who drink beer, college students, adults aged 21-40 or older and those who are looking to have new experiences.
Campaign Series
Poster 4/0 18x24in | Flyer 4/0 A4 | Postcard 4/4 6x4in
Promo Kit 4/4 | Coasters 4/0
The Beer Happens campaign aims to inform adults of the history and culture of craft brewing, its importance in building community, strengthening local economies and alternative to binge-drinking culture while advocating respect for beer. The target audience is made up of people who drink beer, college students, adults aged 21-40 or older and those who are looking to have new experiences.
The concept for the campaign revolves around variety and authenticity. This begins with the logo which features nine different typefaces inspired by woodtype. Craft beer culture is about variety and the unique flavors that can be brought out in careful brewing. American-relevant signifiers of authenticity are used to differentiate the campaign from the slick advertising of brewing corporations. Choices of woodtype (or other similar decorative typeface choices), and related ornaments invoke a vintage feel. Bold, yet de-saturated colors were selected from the colors of beer. Paper texture is important and each piece features its own mini-logo, based on the campaign logo. Type in the logo tries to integrate the letters so that space (and even a letter or two) are shared between the words.
The campaign includes invitations to Happenings (flyer and postcard). Bar coasters were designed featuring the logo and the website url. A large poster advertising the Savannah Craft Brew Festival was designed to showcase craft beer by giving facts and information to the viewer.
The final piece of the campaign is the Take Home Stash. The stash is a 4-pack of craft beer that promotes the campaign and rewards designated drivers with their beer to take home and enjoy. There are different kinds of beer featured in every stash.
