BROOKLYN BREWERY x NOTORIOUS B.I.G. COLLAB
Brooklyn Brewery developed limited edition packaging for Brooklyn Lager to celebrate the iconic Notorious B.I.G. and hip-hop’s 50th anniversary. The collaboration branding needed to expand beyond pack to multiple touch points including: in-store displays, merch, paid media, and event series in partnership with WaxPoetics.
PACKAGING
The Brooklyn Brewery design team was tasked with designing Brooklyn Brewery’s first ever limited edition packaging of an existing brand. The goal was to maintain Lager’s brand recognition while also celebrating and showcasing Biggie’s legacy.
A full brand exploration was needed in order to solidify the ratio of shared space on the pack. Under Ashley Swope’s Art Direction, Ashley Cobb designed the monochromatic portrait of Biggie to give a spotlight moment to his legacy, while also using the visual to guide the consumer to the brand’s name. Lager’s gray tonal stars were muted to reduce clutter on pack and “The LAGER THAT BROOKLYN BUILT” around the logo was swapped for “Sicker Than Your Average”, to not only increase Biggie’s brand presence but to also act as a nod to the quality of Brooklyn’s flagship beer.
Art Director: Ashley Swope
Designer: Ashley Cobb
Creative Director: Abby Rand
Brand Director: Joe Battiato
Sr. Marketing Director: Mildred Lee
Photographer: Alex Brown
POINT OF SALE
Established a specific design structure for point of sale materials that contrasts the packaging and communicates the partnership. Leaned into the use of green with the tonal Notorious B.I.G. signature that is featured on the side panels of the packaging to create a direct link to on pack.
Art Director: Ashley Swope
Designer: Ashley Cobb
Brand Director: Joe Battiato
Sr. Marketing Director: Mildred Lee
MERCH
Developed a sleek, minimalistic apparel line to complement the packaging. Items feature the black and white photo referenced to create the vector visual seen on pack.
A logo lock up that pairs the Notorious B. signature with the Brooklyn Brewery primary logo was created to highlight the partnership.
EXPLORATION
EXPLORATION
EXPLORATION
EXPLORATION
BROOKLYN BREWERY x WAX POETICS
The Brooklyn Brewery partnered with Wax Poetics to curate an event series. Working alongside Wax Poetics, and using their B.I.G. headline visual, we designed promotional materials (web & print ads) and event signage, including a large vinyl photo collage that spanned across the Tasting Room’s wall.
Art Director & Designer: Ashley Swope
In Collaboration with Wax Poetics
Brand Director: Joe Battiato
Sr. Marketing Director: Mildred Lee
Photographer: CMNN CNTRL
