New Belgium Brewing
New Belgium Brewing Mural Beer
Helping promote a new beer for one of the nation’s largest independent craft breweries.
Client
Client: Inkwell Media | New Belgium Brewing
Services
Art Direction, Lettering, Photography, Copywriting, Stop Motion Video, Influencer Marketing
Credits
Art Direction & Principle Design: Adam Vicarel
The Opportunity
We teamed up with New Belgium Brewing to create a series of social media assets to help promote Mural Agua Fresca Cerveza, a fruit-forward summer ale. Leveraging this beer's artistic connotation as well as capitalizing on Mexican culture’s food-forward mentality, we used style-appropriate typography and photography to help convey this beer’s bold, fun flavors.
The Solution
Both food and artful elements such as pencils, pens and erasers were used to help convey the artisanal energy harnessed by this beer’s robust and explosive flavor profile.
Experimentation
Just as this beer was an experimentation with flavor, we experimented with various engaging and interactive ways to capture the attention of potential consumers on social media.
A quick stop motion to bring life and energy to the flavor profile of Mural.
In addition to creating a buzz on social media, a large-scale painting was created at a live event, New Belgium’s annual vendor party, to help further convey the notion of “artfully crafted.”
Initial Sketches:
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