Audience Insight
When you are with friends, you have permission to be your true self.
Brand Story
Adventure is lurking in every social event. Better wear the right hat.
The Idea
New brand identity is viking inspired and uniquely Minnesota at the same time. Tag line encourages us to loosen up a little.
The Right Characters
We used a mainstream marketing strategy but applied it to a craft brand. Now every social event, and every spirit, has its characters.
The Right Spirit
Ancient Scandinavian proverbs give happy hour attendees something to discover and something to discuss.
The Right Mix
We applied the new branding to web, retail merch, barware, and social for a mix of branded content.
The branding solidified our differentiation, a truth that we could authentically speak–giving us an immediate edge in the market at launch.