When your new brewery’s island home is known as a “drinking town with a fishing problem,” you’re already among good company. But as Islamorada Beer Company planned the introduction of their flagship wheat ale, Sandbar Sunday, they faced a market dominated by major breweries—without the massive capital those big brands had. This led us to bring two innovative ideas to Islamorada. The first was an innovative payment solution that tied our compensation to each case of Sandbar Sunday sold. The second—new packaging bold enough to stand out from box to bottle—evoking island attitude with bold colors and sun-kissed textures.
Copy was designed to be playful while showcasing the drinking occasions and island sentiment a-la paradise in a box. Subtle graphics and word placements were used throughout all packaging to reward those who spend more time with the brand. On the box and bottle, a channel marker with the number “1” was predominately displayed with a pelican perched on top. The channel marker with the number one represents the first beer in the Islamorada Beer Company series and signifies the channel markers found near the island’s famous sandbar. The pelican was affectionately called “Spanky” and has become the unofficial mascot of the beer.
Beer is inherently social and we wanted our drinkers to share their stories and how they enjoyed Sandbar with one another. The hashtag, #MySandbar, was prominently placed on all packaging to curate advocacy and showcase the appropriate drinking occasions.
Featuring six-pack messaging that promoted fan story-sharing via #MySandbar, the beer’s first 1,827-case run sold out in just 14 weeks—a supply meant to last 8 months. By summer’s end it had made the tap list at Miami’s Sun Life Stadium, home to the NFL Dolphins and the University of Miami. And with a design system that’s already being extended to new beer styles, even better branding is brewing in the Keys.
Recognition for Sandbar Sunday:
Featured on The Dieline March 2, 2015
2015 Gold ADDY for ROI - Rochester Advertising Federation
2015 Pinnacle Award - American Marketing Association