ATB BEER CO.
[ INSIGHTS x STRATEGY x INNOVATION ]

CONTEXT
Craft brewing innovator Around The Bend Beer Co. (ATB) needed to break into the highly crowded Midwest craft beer market and connect with savvy consumers looking to explore original, interesting, and delicious brews. ATB invents twists on traditional beer varieties using food-driven flavor experimentation and advanced brewing techniques.

DELIVERABLES
Strategy, Brand Positioning, Identity, Packaging, Consumer & Trade Print, Digital, Collateral, and Point of Sale

OUTCOME
GERTRUDE and its Design division OZ MFG. COMPANY perfectly captured ATB’s unique identity and recipes through an imaginative, steampunk-inspired brand world. Each design thoughtfully invites consumers to explore the unexpected tastes found “around the bend” in the brand’s unique take on craft brewing. The brand development and portfolio roll-out for ATB Beer Co. featured GERTRUDE & OZ’s distinctive branding for ATB’s launch offerings: Silk Road – American Pale Ale with Thai Ginger; Ghost of ‘Lectricity – Kölsch Style Ale; Puffing Billy – American Brown Ale with Cacao Nibs; Mr. Marmalade – Imperial IPA with Orange & Honey; Villainous – IPA; and Vera – Pistachio Cream Ale. ATB Beer Co. rolled out with key account distribution and exceptional consumer reviews, and has since expanded to several new markets.

ATB BEER CO.

BRAND INNOVATOR AROUND THE BEND BEER CO. CALLED ON GERTRUDE TO LAUNCH THEIR INVENTIVE TWISTS ON TRADITIONAL CRAFT BEER AND APPEAL TO CONSUMERS’ TASTE FOR DISCOVERY.

WE CREATED A UNIQUE STEAMPUNK-INSPIRED BRAND WORLD FOR ATB’S FLAVORS, PACKAGING, AND MESSAGING REFLECTING THE DELICIOUS DETOURS FOUND IN CRAFT BREWING INNOVATION.

THE DARING BALANCE OF EXPERIMENTATION AND TRADITION COMES TO THE FOREFRONT OF A CHARISMATIC DESIGN THAT’S JUST THE RIGHT AMOUNT OF DIABOLICAL FOR ATB VILLIANOUS.

THE LIGHT, REFRESHING TASTE OF TRADITIONAL KOLSH ALE GOT A BOLD NAME AND PACKAGING TWIST THAT NODDED TO ITS MODERNIZED TASTE AND FLAVOR.

THE “SILK ROAD” DESIGN FEATURES GEAR-LEGGED, STROLLING CAMELS, ALLUDING TO THE ORIGIN OF GALANGAL ROOTS, THE INGREDIENT USED TO GIVE TRADITIONAL PALE ALE A CITRUSY, PINEY TWIST.

SKY WAS THE LIMIT FOR “PUFFING BILLY,” A TRADITIONAL AMERICAN BEER STYLE WITH AN ELEVATED TWIST SHOWCASED BY RETRO-COOL BALLOONING IMAGERY ON PACK.

THE UNIQUE (AND DELCIOUS) ADDITION OF BITTER ORANGE TO IPA IS UNMISTAKABLE, IN TASTE AND DESIGN, JUST LIKE OUR MONOCLED MR. MARMALADE CHARACTER.

MYSTERIOUS AND ALLURING, THE IDEA OF PISTACHIO ALE BREWED WITH HISTORIC GERMAN TETTNANGER HOPS HOOKS ATTENTION WITH A CAPTIVATING MASKED VISAGE.

ATB BEER CO. [ INSIGHTS x STRATEGY x INNOVATION ]

ATB BEER CO.
[ INSIGHTS x STRATEGY x INNOVATION ]