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Category: Case Studies
September 27, 2024 / Miles Marmo
CLARITY HARD SPARKLING
Eel River Brewing is the country’s first 100% certified organic brewery and regionally has had great success in northern California and southern Oregon. They observed that not everyone who visited their “on-premises” operations was looking for a microbrew. The large consumer gap was wanting a cleaner, lighter, and “healthier” adult beverage. So, they developed a hard sparkling water line that represented the Eel River organic beer brand with its ethos: a clean beverage with simple, high-quality ingredients. Eel River Brewing used its knowledge and proprietary brew process to create a product that only used three clean, natural ingredients – water, flavoring, alcohol offering 5% ABV and less than 100 calories.
Services Provided:
Business Consulting
Naming
Branding
Packaging Design
Web UI/UX Design
Web Development
Marketing
Advertising
Client:
Eel River Brewing
Project:
Product Launch
B2B + B2C
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Clarity’s Differentiators
We knew it was wise to capitalize on the parent brewery’s, Eel River Brewing, brand equity and their true subject matter expertise on producing cleaner, better-for-you, boozy drinks. Those two factors were strong differentiators in a very competitive marketplace and influences packaging updates, sales/marketing materials, and website.
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Knowing the consumer was predominately millennials, we designed and built a mobile first website to engage consumers on-the-go and deliver messages to them at retail inspiring trail and conversion.
HITTING THE MARKET
THE BRAND
The product was quickly brought to market as “Craft Clarity”. The brand is clean, minimalist, and balanced whitespace punctuated with strong pops of color reinforcing the simplicity of the product while elevating the ownable brand attributes.
THE PACKAGING
The packaging is gender neutral so anyone holding the can feels connected. A complete communications system was built around the tagline “Every Drop Matters™” and the water drop to give the packaging strong brand blocking on shelf either alone or as a complete product line up.
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THE SOLUTION
Sales materials were developed to help the Eel River Brewing team educate distributors and retailers on why the product was different and how current brand advocates are repeat and loyal purchasers. We used ghosted-back black and white lifestyle imagery to focus on product and brand attributes while, secondarily, putting it in relatable environments.
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Local success has led to national expansion.
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THE RESULTS
This innovative product provided Eel River Brewery with the opportunity to expand its market and convert to new consumers other than beer drinkers. Their local success has allowed them to expand nationally. Clarity Hard Sparkling Water has been picked up by retailers across the country.