Mountain Man Beer Company / Mountaineer
Brand Development & Extension
Based on a Harvard Case Study of the fictitious Mountain Man Beer Company of the New River coal mining region of West Virginia, my two collaborators and I were asked to solve a problem: a small regional brewery founded in 1925 had a loyal following based upon a single brew, Mountain Man Lager, but was facing a 2% decline in sales. Our solution was to introduce a new brand extension, Mountaineer, which would be marketed toward a younger generation of outdoorsy beer-drinkers, with the tag line “Let the Mountain Move You.”
As the Creative Director, I first had to research and invent the original 1925 brand, a process I dubbed “retro-branding,” and then update it for the brand extension. We introduced a year round Mountaineer Pale Ale, as well as a line of seasonal brews, for which I created a six pack of labeled bottle mockups, and we presented our product strategy to a panel of critics.
Thanks to Matt Watson and our Designers as Entrepreneurs class for their inspiration and feedback.