Given our experience within the category, we leaned heavily on the three clean, natural ingredients used by Eel River Brewery. We also wanted to elevate the brand equity built by the parent brewery as the true subject matter expert on cleaner, better for you, boozy drinks. Those two factors were attributes no one in the country could leverage and it helped Clarity to differentiate itself from the pack. We then used that to apply it to a brand refresh, packaging updates, sales/marketing materials, and a new website.
Brand and Creative: Clean, minimalist, and lots of white with strong pops of color was used to reinforce the simplicity of the product while elevating the ownable brand attributes.
Packaging: Looking at the existing shelf set we needed Clarity to really stand on its own when in a pack and feel gender neutral when being held in the can. We developed a system around the water drop and ripple effect to give the packaging strong brand blocking when together or individually, with messaging that aligned more closely to craft beer by encouraging consumers that buying craft was the right choice.
Sales Materials: A set of materials was developed to help the Eel River Brewing team educate distributors and retailers on why the product was different — and better — than products offered by the larger players in the space. We used this opportunity to bring in more lifestyle imagery in a black and white ghost to develop a communication hierarchy putting the product first and consumption behavior second to enable retailers and distributors to better understand the value Clarity provided.
Website: We designed and built a mobile first site to engage consumers on the go/at retail in a way that no other brand in the space had done.