Obscurity Brewing & Craft Mead
Branding + Digital Marketing + Creative
Overview
My involvement was instrumental in transforming Obscurity Brewing & Craft Mead from a local micro-brew startup to a brand with a significant presence in multiple states, known for its distinctive identity and quality products. This is one of over 10 concepts I continue to help improve branding and digitally manage under the Illinois Crafted Hospitality Group.
Key Responsibilities:
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Brand and Digital Transformation:
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Redesigned the website for enhanced UX and improved organic SEO rankings.
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Expand and manage the brand's social media presence.
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Organize and simplify the brand image, creating a cohesive and professional look.
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Design unique product labels and in-house merchandising materials.
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Conduct professional photo shoots for their beer and BBQ menu.
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Play a key role in extending beer sales beyond Illinois via a professional brand distribution guide, reaching new markets in Missouri, Iowa, and Nebraska, significantly boosting sales and brand recognition.
Social Media Management
In my first year managing Obscurity Brewing's social media, I organically increased our reach on Facebook and Instagram by nearly 300% without using any paid ads. I also boosted the number of page visits on Facebook by over 500% and on Instagram by more than 400%, all through organic growth strategies.
Beer, Cider & Mead Distribution Guide
I meticulously crafted every aspect of this distribution guide, including writing copy, creating product descriptions, brand narratives, photography, product mockups, and layout. This comprehensive guide played a crucial role in expanding the Obscurity brand beyond Illinois, successfully penetrating new markets in Missouri, Iowa, and Nebraska.
The ownership group utilizes this guide to present a more impressive, polished, and unified image of their two-year-old, small-town microbrewery. This strategic approach was particularly effective in showcasing the brand and its products to major distributors beyond the borders of Illinois. The guide's polished design and execution are instrumental in establishing a strong, professional presence, which is key to their successful market expansion and brand development.
Photography
My photography was pivotal in elevating our digital brand presence to new heights of quality and professionalism. These photographs are utilized across various platforms, including their online menus, website, Google Business page, print advertisements, and social media channels.
Brand Management
Website Re-Design
Previous Homepage
Label Design
This label commemorates the Obscurity Brewing's second anniversary and the remarkable milestone of their 116th beer brewed. For this special edition beer, I crafted a unique label that integrates characters from each beer label produced over their two-year journey.
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This label was crafted for a limited, hand-numbered batch of still mead, specially tailored for the newly tapped Nebraska market. I conceptualized both the product's name and its label artwork, with a focus on capturing the attention of a rural male demographic.
Merchandising + Print
