Developing an iconic character for everyday craft beer
CREATING A FLEXIBLE AND FUN PRODUCT IDENTITY
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Redhook tasked Catalysis 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. Through audience research and focus groups, Lagersquatch was born.
We 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. A system of typography, color, and pattern was developed to connect with Redhook’s brand, yet stand distinctly in the beer aisle across different packaging formats.
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We 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. A system of typography, color, and pattern was developed to connect with Redhook’s brand, yet stand distinctly in the beer aisle across different packaging formats.
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
