7th Day Brewery - Beer, for good's sake
We executed a major brand update for 7th Day brewery founded on a shift to rebelling against bad craft beer practices and giving back to the community.
After crafting the tagline “Beer, for good’s sake.”, we made good on the words, organising community events and competitions that brought people together in-venue and online.
Then we directed a multi-faceted photoshoot that explored rebellion in different settings; from the beach to the brewery, we created images of patrons testing the aerodynamics of beer and pushing the boundaries of alcohol advertising.
This was harnessed as part of our ongoing social media strategy that works to position 7th Day as an up-and-coming national brand with indelible local roots.