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Me

Drink To The Contrary

Branding, Logo, Packaging, Advertising, PR
Client
Outliers
Services
Branding, Logo, Packaging, Advertising, Public Relations

The Challenge

Headed by a brewmaster whose roots stretched back to the beginning of Indianapolis’ modern craft beer scene, the Outliers brewery was a highly respected brand—but one in need of refreshment.

The Answer

We identified Outliers as a beer that deliberately went outside the norm, appealing to people who did likewise. We created a new, active logo that carried a sense of exploration and discovery, as well as a new tagline exhorting audiences to “Drink to the Contrary.” The new identity was applied to growlers, and also to crowlers—oversized cans with new packaging that reflected their established names.
The Work

SEAFOAM SOUR

Mission

Raise a glass to planet Earth. It’s one-third land, two-thirds water, most of it sea and ocean—teeming with life, cycling the weather, carrying our ships, calling us to the shore where waves crash, spray and bubble. Delightful is the word, which also happens to capture the spirit of this mocktail. A treat to taste. A vision to behold.

INGREDIENTS

2 oz lemon juice
1 oz honey syrup
1 oz brewed black tea (cooled)
1 oz aquafaba (or 1 egg white)
Lemon peel
Pomegranate juice (optional)

METHOD

Shake all ingredients without ice. Shake again with ice. Strain into a Nick & Nora. Garnish with a single expressed lemon peel or a few bitters-style drops of pomegranate juice on the foam. Dive in with abandon.