Craft
Small brands can have mega impact with the right strategy, creative idea and execution. I've had the privilege of working with some savvy craft brands over the years, and I don't just mean beer. The craft consumer looks for human-made wonders in a growing number of categories.
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MY ROLE: Concepting, copywriting. ART DIRECTOR: Ben Kinzer. CREATIVE DIRECTOR: Paul Evers. ILLUSTRATOR: Joe Wilson.
The packaging characters had more to say, so we let them be spokespeople (and spokeschimps) for the brand in posters like these. MY ROLE: Concepting, copywriting. ART DIRECTOR: Ben Kinzer. CREATIVE DIRECTOR: Paul Evers. ILLUSTRATOR: Joe Wilson.
The packaging characters had more to say, so we let them be spokespeople (and spokeschimps) for the brand in posters like these. MY ROLE: Concepting, copywriting. ART DIRECTOR: Ben Kinzer. CREATIVE DIRECTOR: Paul Evers. ILLUSTRATOR: Joe Wilson.
MY ROLE: Package concepting, copywriting. ART DIRECTOR: Ben Kinzer. CREATIVE DIRECTOR: Paul Evers. ILLUSTRATOR: Joe Wilson. CARRIER COPY: If you'd been rocketed into space against your will, you might be a little bitter too. Bitter American is our long-overdue tribute to unsung, unwitting heroes everywhere. This American session ale packs a lot of hop and malt flavors into a refreshingly lower-alcohol brew, making it the perfect beer to have on hand when you have history to make.
MY ROLE: Naming, package concepting, copywriting. ART DIRECTOR: Ben Kinzer. CREATIVE DIRECTOR: Paul Evers. ILLUSTRATOR: Jon Contino. CARRIER COPY (written in collaboration with client Nico Freccia): Exhausted by the tedious work and weak beer, deck swabs O'Sullivan and Freccia abandoned Sir Francis Drake's galleon. Days later, they washed up on a tiny island in Tomales Bay, where they encountered local oyster farmers John and Terry. Soon, these beer mutineers and oyster mercenaries were feasting on roast pig, fresh oysters and goblets of the Captain's finest ale. They could think of worse fates than being MAROONED ON HOG ISLAND.
MY ROLE: Package concepting, copywriting. ART DIRECTOR: Ben Kinzer. CREATIVE DIRECTOR: Paul Evers. ILLUSTRATOR: Kim Sielbeck. CARRIER COPY (written in collaboration with client Nico Freccia): In 1859, Shaun and Nico arrive in San Francisco for the gold rush. Ten years late. That was Shaun's fault. They stop in Cornelius De Boom's supply store. Cornelius pegs our boys as suckers and sells them a forged “treasure map.” Shaun and Nico find themselves in a dinghy in the middle of the Bay. Curse you Cornelius. Jumping in anyway, Shaun finds two boxes of riches: In one, gold ingots; in the other, a rare and perfectly preserved beer. Suddenly, the dinghy springs a leak! They leave the gold and grab the beer. With this “liquid gold,” they become beer barons. They acquire De Boom Supply and throw Cornelius out the back door. Today whenever anyone gives them trouble, they exchange a look across the pub and say, LOWER DE BOOM
