I worked with The Olde Mecklenburg Brewery to develop a brand position that would be distinct and true to their values. The foundation for the OMB brand is their obsession with delivering the freshest pint of beer. A lot goes into that and the primary goal is to inform craft beer enthusiasts that freshness, consistency, and purity make a better beer drinking experience.
While most craft beers rely on over-the-top illustrations to convey their personality, the OMB bottle labels and six packs were designed to be distinct, clean, and bold. This sets them apart on-shelf and conveys their personality – premium, plainspoken, and consistent.
From beer coasters to truck graphics to the website, all communications are focused on changing the perception that all beer is created equal. This was achieved by communicating the steps that OMB takes to put the freshest pint of beer in your hand – by bottling their beer weekly; always keeping the beer cold - from brewery to truck to grocery store or bar; only using four pure ingredients – water, malt, hops and yeast to achieve dozens of styles and flavors without fillers, preservatives or artificial flavorings.
The “Now You Know Better” campaign was developed to relate to the average person's beer consuming journey. Most of us have experienced this. When you’re in college, beer is a pale yellow substance consumed out of a red Solo cup. It’s cheap. It’s watery. It’s a means to an end. But then you grow up. You get a job and you started drinking “premium” beers, brewed in far away places and shipped here in green bottles. You ignore that weird, skunky flavor. Then craft beer hits the scene and you try them all – from IPAs to wheat beers to crazy flavored banana, peanut butter, oyster stouts. It’s hit or miss…mostly misses. Along the way you discover OMB. It’s beer that tastes like beer. It’s always fresh. Always consistent. This is your new “go-to” because Now You Know Better.
