MIDNIGHT PIG BEER – PACKAGING

SNITCHES GET STITCHES

GERTRUDE’s Design, Branding, + Production division OZ MFG. COMPANY led design development of the Midnight Pig Beer brand portfolio, across naming, identity, and packaging for its 11 distinctive, Prohibition-inspired beers.

OUTCOME

OZ created a distinctive story and launch identity for Midnight Pig, giving the new brew its iconic logo featuring an illustrated pig graphic with a numerical mark inspired by Prohibition-era brews that were packaged as “prescriptions” identified only by a series of numbers.

The naming and packaging design for Midnight Pig Beer unified a family of 11 brews to tell the brand’s inspired 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.

CAMPAIGN ELEMENTS

Brand Positioning & Strategy, Brand Identity, Packaging Design, Brand Films, Advertising, Trade, Digital, Collateral, Point of Sale, and Environmental Design