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Product Development, Packaging Design & Integrated Marketing

Product Development, Packaging Design & Integrated Marketing

Case Study

Craft Beer Company

From Concept to Taproom: Crafting and Launching El Chingon del Diablo for a Calgary Brewing Co. 

Context:  A local, independent craft brewery located in Calgary, known for creating adventurous beer lineups celebrating active lifestyles and unique flavor profiles. 

THE CHALLENGE

  • Product Innovation: Develop an innovative, high-impact seasonal specialty beer (Spiced Imperial Stout) that breaks standard flavor boundaries using traditional Mexican chiles.
  • Brand Identity & Packaging: Design a compelling can label and visual asset suite that balances the company's core aesthetic with a distinct narrative ("The Devil's Best Brew").
  • Go-To-Market Execution: Plan a cost-effective Integrated Marketing Communications (IMC) campaign spanning social media, digital video ads, public relations, and local distribution channels.
OT - poster

Gallery

ot - can and label

Mock-Up of Can Label & Product Packaging

OT - IG contest

Digital Campaign & Social Media Teasers

ot - webpage placement-1

Product Placement

Product Conception & Packaging Design

  • The Brew: Engineered a bold 11.4% ABV Imperial Stout infused with roasted malt barley, cocoa nibs, cinnamon, honey, and a curated blend of dried chiles (Ancho, Guajillo, and Chipotle) for a rich, smoky heat.
  • Visual Storytelling: Developed an evocative brand backstory centered around an adventurer meeting a mysterious bartender in Mexico, tying directly into a striking, vintage-style can label featuring a skull in a sombrero. 

Multi-Channel Marketing Campaign

  • Digital & Video Promotion: Created a custom promotional video and targeted YouTube/Instagram ad campaigns designed around the "hell and devil" mystery theme.

  • Distribution & PR Support: Coordinated direct-to-distributor sales sheets, local culinary magazine features, and weekend in-store tasting samplings across Calgary.

The Strategic Takeaway

  • The Impact: Delivered a complete, turnkey product launch strategy that successfully integrated recipe formulation, packaging design, and a budget-conscious digital marketing roadmap.

  • Client Value: Proves your ability to handle end-to-end product marketing—from creative branding and storytelling to distribution logistics and promotional execution.

 

Ready to bring your next product to market with a bang?