Worts and All
Branding
Campaign
Package Design
Worts and All is a spunky, optimistic, and creative take on a fictional satellite brewhouse for KPU’s brewery program. By celebrating all the mistakes and spills, Worts and All encourages its patrons to enjoy the mistakes along the path to success.
The branding focuses on spill motifs and their mascots, Drip, Drop and Plop, representing the core values that Worts and All uphold; Spunky vibes, Optimistic energy, and Creative soul. These values play a part when it comes to creating a social hub for those who dare to sip and create a community around experimental yet delicious brews.
The Launch Campaign
To launch the satellite pub Worts and All at KPU, I created a teaser campaign that leaves traces of the Worts and All brand around the Richmond campus.
The teaser would start with environmental teasers, and when there is enough curiosity, a social media soft launch for the brand would be presented with the following video.
Beer Series Campaign
For the stragglers who might not be interested in the brand, Worts and All would tease the release of a limited-release pack of brews to sell for the opening.
This campaign reveals the names and intentions behind the three brews while still keeping with the sarcastic humour that Worts and All uses. These reels would be posted to Facebook and Instagram for both the mature beer enjoyers in the area, as well as the young students from KPU.
Dangerous Delights
To launch the fictional brand, I designed the limited-edition Dangerous Delight brew pack that highlights dangerous (and downright delicious) tastes of life, whether you enjoy a Semitruck Tripel, a Grizzly Gose, or even a Dynamite Dark Ale.
The lidded 6-pack carrier gives a finishing touch to re-introduce some caution to the pack with a design inspired by caution signs with its bright yellow and black border and striped detail on the handle. At Worts and All's launch party, the 6-pack would be sold on campus to promote the brand and its outlandish brews.
