www.hornallanderson.com/casestudy/a-return-to-craft-roots

Redhook

A return to craft roots

Packages
Before

The Challenge

In the early 1980s, Redhook helped create the craft beer category. Three decades later, a crowded and noisy marketplace made that leadership story harder to tell.

Let’s Go Shopping

We decided the best way to think like a beer buyer was to act like one. No real stretch there, though we brought a little more formality to the process than our standard beer runs. We spent hours in grocery aisles—observing, talking to consumers and absorbing everything we could to help us understand the challenges of finding a good six pack.

In many ways, the beer aisle had become difficult for the average consumer to navigate. Branding, flavor attributes and even beer type were difficult to discern. Breweries were talking to themselves, and each other, rather than clearly communicating to their customers.

Mainstream and Craft

We saw an opportunity: Create a brand that was true to the specialness of craft, but walked and talked in a way that resonated with everyone. For Redhook that meant turning to the brand's no-nonsense heritage for inspiration.

Before

SAME SOUL, NEW LOOK.

We expressed the brand in clean, color-coded packaging that embodies Redhook's bold personality and just so happens to be a heck of a lot more shoppable. An iconic "mountain range" creates a highly-visible beacon on shelf.

Before

The Redhook logo was
reincarnated in an update much closer to its original form— complete with the wear and tear
that are earned with age.

Before

We developed a simple and pragmatic "Beerometer" for easy, on-the-fly, flavor and color navigation.

Before

Redhook's personality came through with bold and cheeky headlines specific to each beer variety.

Bottles
Weatherman

ROBERT RENTSCH

DIRECTOR OF STRATEGIC MARKETING FOR REDHOOK AND CBA