"Tribal" Craft Beer Bonding

By Tk Published on .

Chicago marketing/design company Torque has created new packaging for several of Chicago's Goose Island Beer Co. brands. Toque's core branding principle revolves around the concept of defining consumers as "social networks," which the company likes to call "tribes," explains Torque design director Adam Lilly. For 312 Urban Wheat Ale, "a smoother, more drinkable craft beer that appeals to the urban beer drinker's taste for adventure," according to Torque principal and strategist Kevin Masi, a hip packaging experience was required. "The retro-Deco design is inspired by phone books, classic Chicago iconography and a bold urban sensibility. 312, Chicago's downtown area code, is a reference to social connectivity and the whole youth bar scene, where cellphones abound. Since budgets were limited, we wanted to make the product the dead center of the brand experience, so it's bold yellow, a clear distinction from other mainstream beers."

Client: Goose Island Beer Co. Design: Torque, Chicago CW: Gerry Clemons ADs: Adam Lilly, Eric Masi Designers: Adam Lilly, Ian Law Illustrators: Adam Law, Ian Law Photographer: Sean Williams

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