07 / Concept Exploration
The premise
This is a self-initiated concept exploration, not commissioned client work. Crazy Mountain makes non-alcoholic beer for people who still want the occasion, and the studio asked what a campaign could look like if the beer belonged at the same moments as the full-strength stuff.
Live Wide Open is the master line the whole exploration hangs on.
The exploration
Horizon visualizes the line literally: a wide landscape, the can at the bottom edge, and the tribe listed as cowboys, surfers, bikers. Beer Only Freer narrows the argument with the can centered in a dark green frame, product-first lighting, no compromise on taste. Good Times drops the argument for atmosphere, a deep red social frame built for the feed rather than the shelf.
All three directions share the same gold accent, the same cream type, and the same logo habits, so the family stays recognizable. One brand, three attitudes, one set of assets.
Deliverables
01
Three Concept Directions
02
Can Label Concepts
03
Logo Treatment
04
Social and Out-of-Home Framing
