Brief: Brooklyn Brewery is introducing a new fonio-based pale ale to our core portfolio, and we need to develop a sub-brand color story and brand world for this new brew. This new addition should align with the overall design and copy architecture that has already been established for the existing Fonio Rising limited edition beer while ensuring the rich storytelling elements behind that sub-brand stand out as a unique and exciting offering.
Deliverables: Sub-Brand Color Story & Visual Identity, Brand World Creation, Packaging & Labeling, Copy Integration
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Name: Fonio Rising Pale Ale
Back of Pack Copy: Easy drinking pale ale with hints of tropical fruit. Brewed with fonio, a regenerative super grain supporting smallholder farmers across West Africa.
Tasting Notes: Fresh | Fruity | Citrus
Product Descriptors: Fresh. Fruity. Citrus.
Sell Sheet Copy: A hoppy pale ale bursting with tropical and passionfruit flavors featuring Fonio, an ancient African super grain that is good for the planet, supports smallholder farmers in Africa, and has a promising role in the future of beer. Known as the "Seed of the Universe," Fonio has thrived in West Africa for over 5,000 years - it requires no inputs, pesticides, fertilizers or irrigation - regenerating the land rather than stripping it. Our Fonio beers have proved immensely popular since Garrett Oliver began brewing with the grain in 2018, resonating with more communities and generating excitement with new craft beer audiences. This fresh pale ale is our favorite Fonio beer yet - snappy, dry and abundantly hopped with Strata and Citra.
Profile: Fonio-powered pale ale, packed with tropical notes of passionfruit and citrus with a snappy dry finish.
Pairings: Grilled Seafood, Spicy Dishes, Mango Salsa, Yassa Chicken, Fish Tacos
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Brand Direction: Joseph Battiato
Brand Positioning: Joe Soriero
Art Direction: Ashley Swope
Copy: Kelly Tesoriero