MIDNIGHT PIG BEER

STRATEGY X POSITIONING X BRAND

INPUT

One thing is for certain: There are a lot of craft beers out there. Midnight Pig approached GERTRUDE knowing the agency had two secret weapons: great design chops and a history of storytelling, both of which were perfect for the brewery’s 11 Prohibition-era-inspired beers.

OUTCOME

Leaning into Prohibition lore, we expanded the brand story with tap handles boldly featuring the faux “prescription” numbers that identified beers sold illicitly after the passage of the 18th Amendment. For the growler, we paid homage to the cleverness and craft of those who skirted the law to quench the thirsts of countless Americans.

The names and designs of all 11 brews were unified under a single theme: Prohibition.