Once upon a time in the ozarks
Aside from their packaging and brand management, Mother’s asks us every year to take over the design for multiple festivals throughout the year. Everyone has some sort of Oktoberfest - so how could we make this one different? Enter - Once Upon A Time In The Ozarks.
For Oktoberfest In The Ozarks, Characters from classic German stories and fairy tales - The Brother’s Grimm, Cinderella, Rumplestiltskin and more - have descended upon the Ozarks for Mother’s Oktoberfest to find a good time, great music, and cold beer.
When we started on the Mother's Brewing Co. packaging design, what stood out the most was just how many types of beers there were. Each one has a different personality that comes along with it — some more assertive, some more delicate, and some just plain wild. We developed an illustration system that allowed us to pay tribute to every beer’s sensibilities.
Education is key for Mother's — and each beer has a new lesson. The bottom of every 6 pack is customized with information on the recipe builds, tasting notes and food pairings.
In meeting after meeting with the Mother's crew, one thing became apparent: they had little patience for the infamous "IBU Scale" or "International Bitterness Scale" that has terrorized the craft beer industry for years now. We helped develop a new way of determining the hop flavor in each beer that was more accurate for Mother's.
MAKING THE SALE
Unfortunately, delicious beer and cool packaging don't sell beer all alone. We made a plethora of sales aides for the Mother's team and their distributors. From physical sell sheets to digital selling decks to server training cards and more, they had everything needed to launch the new packaging.
PULL UP A SEAT
We took it all the way to the bars and retailers. At a bar that carries Mother's? You’ll probably see a table tent. At a liquor stores that carries Mother's? You’ll probably see a bunch of posters and case stacks. Every touch point for the consumer was mapped to show them the new packaging and message.