Redhook Lagersquatch
THE ASK
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Redhook tasked my Catalysis team with developing a distinct identity ahead of a new product launch–a lager style beer that intended to associate with the craft beer space that dominates beer culture in the PNW, but sold at a slightly lower price point. The identity needed to appeal to the “everyman” beer drinker–folks unwinding after work, enjoying while they mow the lawn, or at a backyard bbq.
THE EXECUTION
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By gathering audience research and focus group data, Lagersquatch was developed. I worked with Dan Lehman to bring the Lagersquatch character to life. Art direction began with the packaging design in mind, as the character needed to appear across several SKUs. I developed a system of typography, color, and pattern to connect with Redhook’s brand, yet stand distinctly in the beer aisle across different packaging formats.
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By gathering audience research and focus group data, Lagersquatch was developed. I worked with Dan Lehman to bring the Lagersquatch character to life. Art direction began with the packaging design in mind, as the character needed to appear across several SKUs. I developed a system of typography, color, and pattern to connect with Redhook’s brand, yet stand distinctly in the beer aisle across different packaging formats.
THE IMPACT
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Ultimately the character and identity extended to organic social ads, and bar swag. This product identity won “Best Use Of Mascot in Branding” at the 2023 Craft Beer Marketing Awards
THE IMPACT
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