PROJECT
Garage Beer Branding and Beer Can Design
SERVICES
BREWERY BRAND STRATEGY
BREWERY LOGO DESIGN
BEER PACKAGE DESIGN
BREWERY APPAREL DESIGN
SELL SHEET & COLLATERAL DESIGN
The Challenge:
The new owners of Garage Beer came to us with this modest regional beer brand that theoretically was ready for the big time—but it looked too ‘craft’ and sounded too precious to connect with the target market.
Execution:
Creature Theory set out to rebuild the Garage Beer brand around the idea that this beer exists to perfect the sacred art of hanging out. After all, beer brings us together. Be it in your backyard, a front porch, the back nine, or your buddy’s garage, beer helps us gather with people to celebrate the ordinary moments of life that join us together. Garage Beer is the proud champion of stories of mere mortals. From mulligans to fire pits, wrangling the kids to grilling dinner. Garage Beer was made for real life, and we invite you to get to it.
POSITIONING—AS A STORY
We set out to write a positioning statement not as some templated marketing formula, but as an emotional, story-driven anthem meant to inspire, as much as inform, our place in the market.
Simply damn good beer.
We brew great beer for guys who just want to hang out and share some laughs. It sounds simple because it is. Garage Beer is an easygoing lager that’s up for anything—no pretension, no bullshit—just damn good beer.
Softball after work. Thursday nights hanging in Doug’s garage. A couple beers on the back nine.
Garage Beer was made for real life—your life.
So, here’s to good times, great friends, and everything in between.
BEER PACKAGE DESIGN
We started with the idea that simple is where it’s at. We wanted something different when we reached in the cooler. Not something complex and pretentious or something that’s been focus-grouped by Harvard MBAs. We wanted something fun, a bit nostalgic and easy to drink. Something that makes sense when we’re kicking back in the garage (or on the golf course) with good friends.
This is package design for that. And it just so happens to sell beer as fast as its stocked.
