Some people know how to work hard, others know how to play hard. Far fewer know how to strike just the right balance between the two. This hard-to-achieve balance is what came to mind as we listened to Big Bay Brewing owner Jeff Garwood describe his brews.
Our brand positioning and creative campaign quickly took shape. Similar to the balance between hops and barley, we wanted to demonstrate how the brewery balanced working hard and playing harder in an eye-catching way. We designed three creative posters with the tagline, “Find A Better Balance.” Each poster features a beer mug or glass with phrases that bring the mantra to life. The simplicity of the words and images contrasted against the brightly colored backgrounds sum up the way Big Bay Brewing believes life should be enjoyed – with a carefree, colorful attitude. The posters can be seen at retail locations around Wisconsin where the beer is sold.