Loon Lager

The assignment was to create a concept beer brand and launch a campaign for it. I wanted to create a brand that gave off a feeling of genuinity and comfort. I felt the best way to do that was to model the brand after the great state of Minnesota, which is where I grew up. 

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The beer is called "Loon Lager" because the loon is the state bird of Minnesota. I wanted to add some more depth to this concept, so I added an overarching brewing company called "Northstar Brewing Company​" because Minnesota is also called the Northstar State. I also added some other odes to Minnesota on the product with a Minnesota shaped barcode and a Northstar above the brewery information. 

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"The Taste of the Wild" was the ad concept that I came up with. I wanted to really highlight the feeling of nature and the midwest in this brand. I felt that this slogan would be something that is simple, yet fitting for my beer. 

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​Expanding on the idea, I thought it would be fun to make it the official beer of Minnesota United FC. Considering that their mascot is a loon and there is a lot of overlap with American soccer and local beers, the collaboration seemed quite natural in my head. 

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This project won a bronze award at the 2024 AAF Lansing student awards.