In celebration of its 6th anniversary, SingleCut Beersmiths has launched ‘Remember’ beer, along with a design-forward campaign to promote it that evokes the lofty ideals of peace, love, unity, hope and truth.
With music woven into the DNA of the brewery, SingleCut was named after an iconic guitar body and even its draught tap handles are carved like guitar necks. Now the brand is looking to tap into the unifying power of music and craft beer while building on the momentum it’s created year after year at the Cask Days Beer Festival in Toronto.
“There’s never been a better time to use creativity and craft to bring people together,” says Rich Buceta, Founder and Head Brewer of SingleCut Beersmiths. “SingleCut has always been a fusion of craft beer and classic rock. When we were presented with this idea, we knew it would resonate with our audience in an authentic way.”
Originally briefed to help SingleCut celebrate its 6th anniversary, Toronto-based agency, Zulu Alpha Kilo, proposed the development of a unique beer to mark the momentous occasion. The agency named the IIPA “Remember” and the beer launched at SingleCut’s Astoria brewery in early December. Remember IIPA has quickly become the brand’s highest-rated beer ever.
Zulu Alpha Kilo also developed the campaign’s digital content, packaging, coasters, apparel and limited-edition art prints – all of which were centered around an iconic rock symbol and used the circular stain of the ‘Remember’ beer to help create the final look.
Zak Mroueh, Founder & Chief Creative Officer of Zulu Alpha Kilo says, “Music and beer have always been a strong cultural connector. We wanted to leverage this notion in a fresh way to help people remember values that seem to have been forgotten of late.”
SingleCut Beersmiths is located in Astoria, New York. The brewery was founded in 2012.
Client: SingleCut Beersmiths / Rich Buceta
Agency: Zulu Alpha Kilo
Creative Director: Zak Mroueh
Design Director: Ryan Booth
Designer: Kevin Sato, Gala Tanaskovic
Writer: Vinay Parmar
Art Director: Kevin Sato
Strategist: Spencer MacEachern
Account Team: Erin McManus, James Farquharson, Michelle Fournier
Senior Producer: Laura Dubkovsky
Studio Director: Greg Heptinstall
Production Artist: Ashleigh O’Brien, Andrew Martin, Anna Harju, Brandon Dyson
Production/Post Production: Zulubot
Editor: Jessie Posthumus, Jay Baker
Photographers: Devon Stone, Michael Romaniuk
Audio Engineer: John ‘Wheels’ Hurlbut