Creative Direction
Group Ride IPA
Block 15 Brewing 2022
Role: Marketing + Creative Director
Photography, Brand Creation, Packaging Direction, Product Copy
Achievements: Increased sell-through rate of product, revitalizing the brand identity of the beer without changing the recipe.
Team Members:
Jordan Wilson Design,
Holly Amlin - Social Media
Emerging Sunshine
Label Copy:
Crisp, refreshing, and bursting with citrus, mango, and floral hop notes—this golden IPA is inspired by budding hops and spring sunshine chasing away the winter haze. Brewed often and canned fresh, look for Emerging Sunshine around the Pacific Northwest this spring.
Group Ride
Label Copy:
Dust off your bike and grab your group of friends to celebrate the start of spring riding season with this crisp, refreshing IPA. Bursting with citrus, mango, and floral hop notes to fill your tires all season long.
Research
Taking data from previous product placement, I researched specific subcultures and activities in the region where this product sold the best, Portland, Oregon.
activity: BIKING
Customer profile:
BASE PROFILE:
Remembers biking to classes as a college student. Has a bike in their garage.
Knows the commuters in PDX and how to share the road while driving
COMMUTER:
Rain or shine bike commuter. Involved in the Corvallis Environmental Center (or related
PDX one). Enjoys Thursday Night Rides or leading Pedal Palooza rides in PDX.
AVID CYCLIST:
Involved in the biking community, loves attending races and volunteers their time for
local trail organizations. Enjoys bike packing trips on the weekend.
Branding , Name & Graphic inspiration
This is a spring beer, but tapping into a market that enjoys the spring and activities around it. This beer will be at all the biking events of the springtime… Community-based Mudslinger events, the beer at Team Dirt dig day events and in bike shops in PDX
Possible names: 10 Speed IPA, Group Ride IPA, Chain Ring IPA
Pulling colors from vintage bike brand color ways, this beer embodies the classic taste of an IPA that is both timeless and stands out on the shelf.
Colorway
Sketch #1
Sketch #2
Product Images
Product photographed in vertical orientation for social media and horizontal orientation for ads, emails, website banner.
Photo direction was centered around lifestyle product shots, or “beer in the wild”, cyclists picking up beer by bike, with spring elements involved.
Social Media + Strava
Product photographed in vertical orientation for social media and horizontal orientation for ads, emails, website banner.
The social media strategy focussed on both photo and videos in the form of reels to increase engagement and interactions.
A Strava group was formed to carry on the group ride outlet for those who enjoy beers on the agenda post group ride.
