Our assignment was to name a special beer, design the can for it and then promote it through a variety of marketing components. This beer, which we called Rising Hope, was exclusively developed for the National Pediatric Cancer Foundation (NPCF) through a unique collaboration between them, Cigar City Brewing and Brew Bus Brewing. It was a limited-edition beer that would only be sold during September in honor of Pediatric Cancer Awareness Month. All proceeds would benefit children who are battling cancer.
We came up with an inspirational name for the beer, Rising Hope, and then designed the can, as well as several promotional pieces, including Posters, Coasters, POP signage, and Facebook videos. These elements all featured some of the intricate graphics that were on the beer can, which mimicked the NPCF’s sun logo. It included a barrage of horrible facts about childhood cancer and what the NPCF is doing to change things, which emanated out like sun beams. We used the NPCF’s color palette of orange, red and yellow to create this truly compelling design of words, which helped to further educate people on the NPCF’s mission.
This multi-media campaign was very well-received by the National Pediatric Cancer Foundation’s marketing team. People really applauded the eye-catching designs, which boldly promoted the beer and always strongly reinforced how all the proceeds benefitted kids battling cancer.