MIDNIGHT PIG BEER – TAP ROOM

EXCLUSIVELY INCLUSIVE ENJOYMENT ON TAP

GERTRUDE’s Experiential + Branded Architecture division RAYE led the design development of a new concept environment for a brand new beer brand called “Midnight Pig Beer,” with the creation of a series of Prohibition-inspired Midnight Pig Tap Rooms.

Midnight Pig Beer is a modern craft beer brewed in Illinois inspired by 1920s & 30s era trailblazers who, during Prohibition, moved their brews under cover of night in the signature ball jar packaging of the time otherwise known as “pigs.”

OUTCOME

Building on GERTRUDE’s launch positioning for Midnight Pig Beer as a Prohibition-inspired brand rooted in a tradition of finding nuanced ways to bring ingenuity to beer lovers, RAYE delivered an original design for the Midnight Pig Tap Room. The concept is a 1920’s-inspired modern tap room crafted for “exclusively inclusive” enjoyment—a welcoming place to bring good people together to sample delicious brews from Midnight Pig Beer. The environment is punctuated by authentic Prohibition-era design details (faux prison bars, old woods, edison lighting, copper tiles, textured fabrics) and imagery from the brand’s signature campaign, to deliver a memorable experience of the infamous era and the Midnight Pig Beer brand.

CAMPAIGN ELEMENTS

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