ABI
Craft Beer Merchandise
Strategy, Copywriting & Graphic Design
How can Anheuser Busch's lesser-known international craft brands make a splash at home and abroad?
Signature Merchandise
We were asked to create unique and ownable merchandize to supports ABI's up and coming craft brands. To ensure that these item's couldn't just be stolen by another brand we developed a strategy that ensured each item was as unique as the brand's themselves.
We started by asking ourselves: what constitutes a Signature Item, and what qualities make those items highly coveted? We researched the brands that have done them well, and deduced what ABI’s craft brands could learn from them in order to maximize ROI.
For Patagonia, an Argentinian craft beer, we created a portable mini-keg that kept beer cold all day- wherever it took you.
This idea was based on two culturally important factors: the youth of Argentina's love of the outdoors and the rituals around consuming and sharing of Mate.
We guided the process from generating the idea all the way to execution.