CONTEXT
Midnight Pig Beer is a modern craft beer that takes its cue from Prohibition-era trailblazers who moved product under the cover of night in the signature ball jar packages of the time that were nicknamed “pigs.” For a successful launch, the brand needed a modern, yet authentic way to tell the rich backstory behind the launch of this great, newly reimagined beer. GERTRUDE, along with Design division OZ MFG. COMPANY, led the branding and launch with a “notoriously authentic” campaign that introduced Midnight Pig Beer to thirsty patrons with a love for great beer and even better story.
WHAT WE DID
Brand Positioning and Strategy, Brand Identity, Packaging Design, Brand Films, Advertising, Trade, Digital, Collateral, Point of Sale, and Environmental Design
OUTCOME
GERTRUDE & OZ MFG. COMPANY brought Midnight Pig’s rich Prohibition-era backstory to life with a modern glimpse of the former time. Colorized black and white photography from the 1920s & ‘30s served as the backdrop for our “Notoriously Authentic” campaign that highlighted the brand’s distinctive packaging design against backdrops of signature back roads, bars, back alleys, and bad dealings—the stuff of both infamy and legend that gave Midnight Pig’s new fans one incredible story to sip on.