Rhinegeist Brewery opened the doors to their cavernous facility in 2013 and has experienced exponential growth since day one. Their hometown fell in love with Rhinegeist's unmistakable branding, quality craft beer, and dramatic industrial taproom. In 2015 the company was ready to launch its new Cider product in two markets: Boston and New York. We connected with founders Bob Bonder and Bryant Goulding and planned a project to distill Rhinegeist's culture down to something their sales team could hold in their hands.
When you can't pull out a mobile device and show off your impressive video content, print collateral can achieve the goal of showing some leg and increasing engagement. We storyboarded a brand book to be shot throughout their breathtaking space using only staff. The piece captures the spirit and culture of Rhinegeist through stylized photography and creative copy. We wanted to blow up the concept of a tired old brochure and create a take-home that people would keep on their shelves.
Each page of the Archive of Thirst represents a different tenet of the brand or aspect of the business from the old-school brewing history of the space, to the equal parts mad-science experimentation and laser-focused labrat quality of production, the competitive but fun-loving sales team, the hard-driving heavy metal distribution team, the diverse customers who enjoy Rhinegeist beer, and finally a nod to the launch of Rhinegeist’s new cider product, Cidergeist.
As the campaign rolled out and became a stand-in for brand standards, we helped Rhinegeist do what any high-ibu brewery should do. We threw a giant party and named it "three years of thirst.” In celebration of Rhinegeist’s 3rd Anniversary, we creative directed an immersive event that would bring to life the book’s characters and vignettes.
The event included a Wimbledon-esque Ping-Pong Charity tournament set in front of autumnal Rocky Mountains and a Mad Scientist's beer laboratory slinging one-off brews in a room with black palm trees, psychedelic fruit and wall-sized abstract videos composed of beer's essential ingredients. Ascend the steps to their event space and you'd find CampGeist where Counselors serve theme-appropriate eats and Cider cocktails. Arts and crafts at the ready for children and adults to decorate in one of the six indoor tents decked out in 70s ephemera. Send a custom postcard to a loved one at the "post office" or, stop by the "camp store" to buy an event tee and a perfect fitting pair of vintage jeans.
We began street-promotion with costumed Geisters spreading the word at popular events around the city. We created a "Making of the Archive" video that streamed across thousands of computer screens and on the city’s Fountain Square.
Rhinegeist Brewery’s brand has shifted and evolved since our with them, but the spirit and essence remains full of eccentricity, wit, character, and boldness—a tone of voice we are proud to have helped establish.
"Working with BS feels like an extension of our team. They listen and probe deeply into the crux of what we would like to express and achieve and then deliver the copy and execution of vision with excellence. The partnership we've developed with BS is powerful and natural and only just beginning." Bryant Goulding—Rhinegeist Vice President & Co-Founder