The Blue Ridge mountains look cool on a beer label, but how do you make a brand out of that?
A BIG. HONKING. PLATFORM.
We came up with three words to define an entire brewing company:
Slow by Nature.
Slow: because they mostly brewed lagers, and those take longer to make. Plus they’re all about simple pleasures, and encouraging us to take a break from the busy-ness of life.
By Nature: because they are literally right off the Appalachian Trail. Taken together, Slow by Nature says a lot about their brand and what they stand for.
With the strategy in place, it was time to start making:
Tons of social and OTT videos that redefined modern concepts in "Slow by Nature" terms.
In-store coasters and swag that physically forced people to slow down, including a sleeping bag for your phone (made by Koozie!).
And an augmented reality app that brought our packaging to life when you held your phone up to it.
A year after campaign launch, the only thing not "slow" were sales—Virginia sales were up 23% and overall sales were up 12%.