Live every day like earth day.
the situation
Good Boy Brewing emerged from my lifelong admiration for dogs and the beautiful bonds we make with them. A photographer and writer by the name of Roger Caras once said “Dogs are not our whole life, but they make our lives whole” and he could not be more right.
The inspiration for this passion project came to life with the arrival of Fitz, my recently adopted French Bulldog. A spontaneous illustration of him on my iPad ignited a creative spark, leading to the development of a brand identity centered around one simple, yet endearing, image. The fusion of my love for dogs and the desire to explore beer design found a perfect outlet in Good Boy Brewing.
the solution
“Every day is Earth Day” was the campaign’s overarching theme. There are many ways that Crunchi does their part to be eco-friendly and lessen their overall footprint on the planet. Knowing that they will celebrate Earth Day every year, we decided to create a unique mark that can be used as their official Earth Day badge.
From there, we began identifying the benefits of spending $100 or more. Placing one large order versus multiple small orders actually helps cut down on packaging waste and conserves energy with fewer shipments. Our goal was to educate people on the power of bulk purchases, thus encouraging them to stock up on all their favorites on Earth Day.
My role within this project:
Branding
Creative Direction
Illustration
Copywriting/Script Writing
Social Media Design & Strategy
Email Marketing