Creative Direction
Rebrand
Packaging Design
Retail Strategy
Brand Activation
Art Direction
Digital Design
Creative Direction Rebrand Packaging Design Retail Strategy Brand Activation Art Direction Digital Design
DESCHUTES
BREWERY
Deschutes tapped TDA_Boulder with the task of re-articulating a cult beer brand.
The Oregon brewery was the 9th largest craft beer producer in the country, but their need was to look the part. The goal was to create more immediate brand recognition for the brewery itself both on and off-premise, without losing the soul and equity that got Deschutes where it was today.
We peeled back 30 years of design to reveal the Brewery’s soul; a hardworking, blue collar company dedicated to brewing ‘Damn Good Beer’.
A new simplified identity was established alongside a brand architecture that allowed for past and future beers to seamlessly fit into the portfolio.
Breath and space was given to the core icon and wordmark to allow for more flexibility across use cases as well as improving legibility on premise.
Taking the Brand on Tour
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To reintroduce the brand, Deschutes assembled the world’s longest pub – Literally. the 402 ft pub travelled across the country to select cities, complete with 40 taps.
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100% of the proceeds went to local charities co-chosen by partners in each city. Local chefs were invited to serve their take on pub-fare during the event.
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Every weekend, thousands gathered, sipped and enjoyed live music put on by local bands from the area. Come Sunday, the pub would be broken down and hit the road to set off for the next destination.
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The multi-city event gained traction, and generated excitement with every new stop along the tour. The activation was the perfect blend of visiting beer that paired perfectly with local causes, eats and entertainment.
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The pilot pub was a huge hit in Deschutes’ home town of Bend. The kinks were ironed out and the world’s longest (and most audacious) pub was ready to hit the road. The hype train officially left the station.
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The Street Pub became a multi-year phenomenon. Tour schedule announcements garnered much excitement (and disappointment) from beer fanatics around the country. hoping that the iconic event would consider stopping in their home state.
The brand work continued through ongoing beer releases and limited batch innovation across specialty categories like the hyper-coveted small batch Black Butte Whiskey.
The brand came to life through other seasonal releases and small batch collaborations. Each time requiring an original take that blended brand equity with newness and excitement.
All branding elements required maximum flexibility for a variety of 360 degree applications. From tap handles, to bottles and everything in between.
