GERTRUDE’s Design, Branding, + Production division OZ MFG. COMPANY led design development of the Midnight Pig Beer brand portfolio, across naming, identity, and packaging for its 11 distinctive, Prohibition-inspired beers.
OZ created a distinctive story and launch identity for Midnight Pig, giving the new brew its iconic logo featuring an illustrated pig graphic with a numerical mark inspired by Prohibition-era brews that were packaged as “prescriptions” identified only by a series of numbers.
The naming and packaging design for Midnight Pig Beer unified a family of 11 brews to tell the brand’s inspired backstory with beers including: “Wishful Thinking”(Belgian-style Dark Ale), a hail to the seemingly endless hope that Prohibition would end; “Hook & Hatchet” (Vienna-style Lager), a temperance-movement weapon of choice; “Secret Passage” (Imperial Stout), a nod to Prohibition’s underground dealings; “Snitches Get Stitches” (Robust Porter), attributed to the no nonsense attitude of the times; and Pinched (IPA), to raise a glass to those who got caught in the game of quenching thirsts.
Brand Positioning and Strategy, Brand Identity, Packaging Design, Brand Films, Advertising, Trade, Digital, Collateral, Point of Sale, and Environmental Design