CONTEXT
Craft brewing innovator Around The Bend Beer Co. (ATB) needed to break into the highly crowded Midwest craft beer market and connect with savvy consumers looking to explore original, interesting, and delicious brews. ATB invents twists on traditional beer varieties using food-driven flavor experimentation and advanced brewing techniques.

DELIVERABLES
Strategy, Brand Positioning, Identity, Packaging, Consumer & Trade Print, Digital, Collateral, and Point of Sale

OUTCOME
GERTRUDE and its Design division OZ MFG. COMPANY perfectly captured ATB’s unique identity and recipes through an imaginative, steampunk-inspired brand world.  Each design thoughtfully invites consumers to explore the unexpected tastes found “around the bend” in the brand’s unique take on craft brewing. The brand development and portfolio roll-out for ATB Beer Co. featured GERTRUDE & OZ’s distinctive branding for ATB’s launch offerings:  Silk Road – American Pale Ale with Thai Ginger; Ghost of ‘Lectricity – Kölsch Style Ale; Puffing Billy – American Brown Ale with Cacao Nibs; Mr. Marmalade – Imperial IPA with Orange & Honey; Villainous – IPA; and Vera – Pistachio Cream Ale. ATB Beer Co. rolled out with key account distribution and exceptional consumer reviews, and has since expanded to several new markets.