"Down To Earth" is the beer formerly known as "Bitter American." We were assigned to rebrand and rename the beer due to the fact that Bitter American's style, a session IPA, was taking off but sales were stagnant. 21st Amendment was getting feedback that the previous package was too cold, and the word "bitter" was off putting to craft consumers. Our job was to evolve the package and storyline.
So here you have it. A brighter, more refreshing and hopeful story of the Bitter American returning home—to paradise.
Original concept sketch.
Joe Wilson (illustrator) working with us to get the chimp to be human-like but not too human-like, but in a relaxed very human pose.
CARRIER COPY
Whether you have a long mission behind you or a full afternoon ahead, this session IPA will help keep things real. More relaxed than an IPA, but with all the hop aroma and flavor, Down to Earth is our tribute to unsung heroes and unplanned adventures. Down to Earth is the natural evolution (pun intended) of Bitter American, our original session ale. We thought it would be fitting to bring our space chimp home and let him chill. Down to Earth is available year-round in six-pack cans and on draft and pairs nicely with a variety of things, including lunch.
DESIGN, ART DIRECTION
AGENCY: tbd
ILLUSTRATION: Joe Wilson
ILLUSTRATION: Joe Wilson
CREATIVE DIRECTOR: Paul Evers
ASSOCIATE CREATIVE DIRECTOR / COPYWRITER: Angela Reid
SENIOR ART DIRECTOR: Ben Kinzer
CLIENT: 21st Amendment Brewery
