CAROLINA BREWERY
Disrupting a trendy category with an iconic brand relaunch
One of North Carolina's original craft breweries, Carolina Brewery had decades of heritage. But in a market increasingly dominated by novelty releases and "hype beer," heritage alone was no longer enough.
As the craft beer market became increasingly crowded, the brand needed to step forward and own its role as a leader.
Through audience research, we uncovered an opportunity competitors had largely ignored. Instead of treating beer as the adventure, we positioned Carolina Brewery as the unwavering companion to life's adventures.
Inspired by the culture of the Carolinas, the region’s rivers, coastlines, trails and communities, we built a brand platform around authenticity, belonging, and enduring craftsmanship.
For Carolina Brewery, this positioning galvanized a new purpose, and along with it, a fresh new look and feel, messaging architecture and brand voice.
Through audience research, we uncovered an opportunity competitors had largely ignored. Instead of treating beer as the adventure, we positioned Carolina Brewery as the unwavering companion to life's adventures.
Inspired by the culture of the Carolinas, the region’s rivers, coastlines, trails and communities, we built a brand platform around authenticity, belonging, and enduring craftsmanship.
For Carolina Brewery, this positioning galvanized a new purpose, and along with it, a fresh new look and feel, messaging architecture and brand voice.
The theme "Who's In?" became an open invitation to explore, gather, and share the Carolina Life. This vibrant platform informed the redesigned identity, packaging, website, photography, merchandising, and future marketing initiatives. In a market overflowing with fleeting trends, we launched an enduring lifestyle icon.
