
ATB VILLAINOUS

ATB BEER CO. - BRANDING - VILLAINOUS

ATB BEER CO. - PACKAGING - VILLAINOUS - INDIA PALE ALE - 12 FL. OZ. CAN

ATB BEER CO. - PACKAGING - VILLAINOUS - INDIA PALE ALE - 12 FL. OZ. BOTTLE
ATB BEER CO. VILLAINOUS - NEW PRODUCT AND BRAND DEVELOPMENT
Following OZ MFG. COMPANY’s successful launch of Around The Bend Beer Co., GERTRUDE’s design division was tapped to brand their wickedest elixir. OZ launched the flagship IPA appropriately named “Villainous” around ATB Beer Co.’s core concept of balancing tradition with experimentation, giving a diabolical identity to the signature styling of this nefarious brew.
INNOVATION
Create a distinctive image for a new IPA beer incarnated from not one, but four yeast strains.
OUTCOME
With Villainous, Around The Bend Beer filled an important gap in the portfolio that exceeded expectations. The first run of 6-packs depleted shelves within the first few months of its launch, and it continues to be the highest ATB brand in demand at retail.
CAMPAIGN ELEMENTS
Brand Positioning, Brand Identity, Packaging Design, Brand Films, Advertising, Trade, Digital, Social Media, Collateral, and Retail