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.
Create a distinctive image for a new IPA beer incarnated from not one, but four yeast strains.
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.
Brand Positioning, Brand Identity, Packaging Design, Brand Films, Advertising, Trade, Digital, Social Media, Collateral, and Retail