CONTEXT
Around the Bend Brewing had an important gap in its unique portfolio it planned to fill with a flagship IPA appropriately named “Villainous.” Following OZ MFG. COMPANY’s successful launch of ATB’s other brands, GERTRUDE’s design division was again tapped to brand their wickedest, yet most important elixir. We brought to life the brand’s core concept of balancing tradition with experimentation, giving a diabolical identity to the signature styling of this nefarious brew.
DELIVERABLES
Brand Positioning, Brand Identity, Packaging Design, Brand Films, Advertising, Trade, Digital, Social Media, Collateral, and Retail
OUTCOME
The first run of 6-packs depleted shelves within the first few months of its launch, and it continues to be the highest ATB brand in demand at retail. Villainous filled an important gap in the portfolio and exceeded sales expectations.