The Problem —
The craft brewery industry is rapidly growing and ever-evolving, making market relevance and audience connection crucial. Breweries must cater not only to taproom patrons but also to distribution networks, liquor stores, bars, restaurants, and anywhere cider is served. In such a competitive space, staying stagnant can leave you as forgettable as a skunked beer.
What I Did—
As Art Director and Brand Manager at Sociable Cider Werks, I oversaw new product rollouts with package design and illustration, B2B sales items, photography, social media direction, both print and digital advertising, assisted in taproom event planning and activation, and so much more. You could even find me behind the bar pouring pints and getting 1-on-1 interaction with patrons.
Identity Expansion —
Sociable’s original logo, with its rustic charm and nod to turn-of-the-century signage, had its appeal but fell short in versatility. To address this, I crafted a more modern secondary logo with a friendly feel, along with a set of icons and marks that could be applied across various platforms, including apparel and merchandise.
Packaging —
To stay competitive in the market, we frequently released new ciders in the taproom, with the most popular making their way into our packaged lineup, starting as seasonal offerings and potentially becoming year-round staples.
To maintain brand consistency, I created illustrations that matched the style of the original designs and eventually adding my own hand drawn style into the mix. It was a challenge, but one that allowed me to grow and evolve with the brand.
B2B meets B2C —
Marketplace recognition is great for business—and not just Sociable’s. From in-store signage to distribution truck graphics, anything that moves product benefits everyone involved.
One of my favorite annual projects was the buyer’s guide. I made sure all product info was crystal clear for buyers, but also gave it enough personality so if a patron picked it up, they’d walk away knowing exactly who Sociable is at heart. It’s cider 'best shared with a friend,' so why not showcase the friends too?
Community Engagement through Event Activation —
Throughout the summers Sociable would host events at their taproom and taking over their conveniently large parking lot, these events were labeled "Sociable Summer" with each event having its own theme. With turnouts averaging over 2,000 people, patrons enjoyed live music, games, local artists and makers, all having a love for Northeast Minneapolis and libations.
These series were set apart from the Sociable brand and allowed for its own unique creative.
