Taxi Fearless Brief -
Come up with a name for the Microbrewery Brand it! Create a mighty fine brand identity Design the packaging for a range of beers (eg. Pilsner, Pale ale, Lager, & Stout)
Considerations -
Carlsberg’s core target audience are men, aged 20 – 25 years, who are ‘explorers’.
Remember – Carlsberg is a global brand.
My Idea -
The idea of my bottles has emerged from the magnificent buildings at the Calrsberg Brewery, Denmark such as; The Winding Chimney, The Dipylon Gate, The Brewhouse and The Elephant Gate. These architectural landmarks are a testament to Carl Jacobsen’s passion for art and culture.
The name of the microbrewery is called Pilgrim and originates from the definition of a traveller who is on a journey to a holy place. So like the audience who consumes the product would travel to a place to consume it, in which case this is a brewery/pub.
As a brand extension I have come up with ‘Pilgrim Pop Ups’ which are a series of events that happen on the last Saturday of every month.
The idea of this is to promote and have explores who travel to a place to secure a holy drink of which is Pilgrim drinks. At 4pm on Saturday the postcode will be revealed and it is against the clock to get to the event which starts at 9pm. The events will range from restaurants, shops, open mic, bars, and gigs all sponsored by Pilgrim Microbrewery.
There is a social network promotion for the event such as a twitter page, facebook and a website.
