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PITCHER PERFECT BRANDING
Brand Management, Photography, Graphic Design, Print, 3D Modeling
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When it comes to working local, nothing beats the added bonus of booze… so when Lexington Brewing & Distilling Co. reached out to us to create a campaign to launch their new branding, we jumped at the chance. Lexington Brewing & Distilling Co. is the producer of award-winning beer and spirits and one of the few joint brewing and distilling operations in the world.
We were tasked to create a campaign that would cover the creative gamut for their new labels: custom photography, graphic design, and taglines that would take center stage alongside the beers in banners, posters, table tents, and other marketing materials. With this campaign, we set out to flex our creative muscles.
To create this campaign for Kentucky Ale, Oculus had to craft unique messages for each target audience across seven states. Touching on many different demographics and locations, each campaign had to work across all spectrums of media placement from print to digital. The campaign would reach millions of people across the United States, pushing the new look and feel into the hearts and minds of not only their loyal customers, but hopefully also introducing their handcrafted passion to millions of new customers.
To achieve the vision we had in mind, we used a combination of photography of the bottles, label scans, projection mapping, 3D modeling, advanced rendering, and digital photo manipulation/compositing to create an eye-catching photo by bringing all of the elements seamlessly together. We researched vanilla flowers, coffee (including the process of brewing more than a few late night cups), cut beer bottles with a specialized glass cutter, and even sawed a bourbon barrel in half; basically doing whatever it took to get the perfect shot.
The work is tedious, and almost always turns out to be more difficult and complex than originally planned. Some shots you think are going to be accomplished a certain way practically, while others a completely different way digitally. But it never fails: there’s always one or two that turn out to be finalized by the complete opposite toolset than previously intended due to a complex issue with reflections, lighting, self illumination, shadow placement, and/or label text obscurity. The only thing certain about the process is that we continue to iterate until it’s perfect, showcasing the client and their brand in the best way on a national level.
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We thrive on these types of projects. In all, this campaign was an opportunity to push our skills to create artwork that focuses on each detail, down to every droplet, to ensure that the relaunch of this bluegrass staple is as strong as their bourbon barrel ale. For this project in particular, we also did full bottle scanning for 3D compositing and rendering. The end result was a local brewery competing creatively on a national scale. We challenge ourselves constantly to put as much effort into each product as this client put into the nuanced flavors in theirs.
With this unique campaign, Kentucky Ale stepped out with their new name, Lexington Brewing & Distilling with brand new, eye catching ads that expand brand mindshare and inform the customer of the variety of flavors and unique approach of a craft brewery care with high quality processes and ingredients. Each ad was approached unapologetically bold, and we wouldn’t have it any other way. Together, the ads appear unified in theme with their rugged Kentucky roots at the forefront, but with no lack of reference to their signature bourbon aging process.
With A Sincere Thank You To Lexington Brewing & Distilling’s Parent Company, Alltech.
