Company
HighBridge Creative Inc.
Location
Austin, TX, USA
Honorable Mention
Brandon Roth
Resignation Brewery was the passion project of successful internet moguls, celebrities, and philanthropists, the Resig Brothers, founders theChive. As possibly one of the largest and most successful blogs at the time, and with an extreme cult following, theChive hoped to bring quality beer to their fanbase at a moderate price.
The Brand
After successfully launching Chive Charities, theChive approached us with their latest business venture, a brewery and beer line. We helped come up with the name "Resignation Brewery" which connects the names of theChive's fearless leaders, the Resig Brothers, with the nature of theChive of "Resigning from the Routine". They really wanted an irreverent ostrich, so that became the mascot and mark for the KCCO beer line.
Brand Architecture
To support the connection to the greater Chive brand a system of identifying marks makes up the core identity. These marks identify the structure of the brand, the parent brand "Resignation Brewery", the Chive's trademark KCCO slogan, and the mark of their irreverent ostrich.
The Beer
We launched with their flagship Black Lager, and quickly moved up to a series of four different beers. Each beer had an accompanying color scheme and custom altered background image with their Ostrich mascot "Resigning From The Routine" and showing up in inappropriate places.
The packaging system included, labels, 6-packs, and 24-pack cases, as well as proposed can designs which were never made it into production.
The Website
For the website we went with a (new at the time) video background including members of theChive's organization, who responded with the users interactions as they navigated the site. We included a live social feed, interactive map to locate their products, a merch store, and event calendar to find and RSVP for all beer launch events.
