LAUNCH – MIDNIGHT PIG BEER – BRANDING

This Little Piggy Went On The Black Market

GERTRUDE has led new product and brand development for the launch of a craft beer by Nevin’s Brewing Company named Midnight Pig Beer. The Nevin’s Brewing Co. brand, a subsidiary of Sonas Hospitality Company, has also been refreshed by GERTRUDE, and the brewery will produce Midnight Pig Beer in Plainfield, IL.

The Midnight Pig Beer brand centers on Chicago’s infamous beer brewing past with the same spirit and innovation that came from the original prohibition-era trailblazers, who needed their secret concoctions to speak for themselves. Under the cover of darkness, these innovators transported their concoctions in unmarked mason jars nicknamed “pigs.” From a time when originality was paramount GERTRUDE gave the signature line of eleven beers a name, Midnight Pig, as well as a new brand story, naming, strategy, brand identity, packaging design, advertising, brand films, collateral, P.O.S., trade, consumer materials, and design of two Midnight Pig Tap Rooms.

Midnight Pig celebrates an infamous era of novelty, an era that can only be described by the brand’s tagline, “Notoriously Authentic,” to bring you beers such as: “Shamefaced”(German-style Pilsner), alluding to the shame that came with being caught bootlegging, “Wishful Thinking”(Belgian-style Dark Ale), to the hope that Prohibition would end, “Good Governor” (American Double Red), in honor of Illinois Governor Henry Horner who announced the repeal of Prohibition, “Zicke Zacke” (German-style Märzenbier), in honor of the traditional German toast, “Apocalyptinator” (German-style Dopplebock), in reference to the fear of Prohibition, “Bootlegger’s Paradise” (Belgian-style Saison), an homage to the modern-day bootlegger, “Hook & Hatchet” (Vienna-style Lager), a temperance-movement weapon of choice, “Secret Passage” (Imperial Stout) and “Divine Trickster” (Belgian-style Witbier), a nod to Prohibition’s underground dealings and dealers, “Tumultous” (IPA), an embodiment of the calamity during Prohibition, “Snitches Get Stitches” (Robust Porter), attributed to the no nonsense attitude of the times, and Pinched (IPA), to raise a glass to those who got caught in the game of quenching thirsts.