CONTEXT
Midnight Pig Beer’s new brand portfolio needed to ooze the authenticity of its prohibition-era roots to break through the crowded craft beer landscape. From naming to identity to packaging for its 11 distinctive, Prohibition-inspired beers, GERTRUDE’s Design division OZ MFG. COMPANY successfully led and executed the charge.
WHAT WE DID
Brand Positioning and Strategy, Brand Identity, Packaging Design, Brand Films, Advertising, Trade, Digital, Collateral, Point of Sale, and Environmental Design
OUTCOME
OZ MFG. COMPANY created a distinctive story and launch identity for Midnight Pig, that brought the brand story to life in every detail.
The naming and packaging design for Midnight Pig Beer unified a family of 11 brews to tell the brand’s compelling backstory with beers including: Wishful Thinking (Belgian-style Dark Ale), a hail to the seemingly endless hope that Prohibition would end; Hook & Hatchet (Vienna-style Lager), a temperance-movement weapon of choice; Secret Passage (Imperial Stout), a nod to Prohibition’s underground dealings; 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.