The challenge: how did we make an unconventional product stand out in the busy craft beer sector, where quirkiness is seen as normal?
Adventure was at the heart of Lord Almighty’s brand identity and the beer’s packaging and promotion needed to reflect that. After many hours of research, competitor analysis and a dash of inspiration, we found a match for the brand in the real-life ‘most interesting man in the world’, Danish explorer Peter Freuchen.
Inspired by Freuchen’s adventures in the early 20th century, the fictional Lord Almighty developed quite a personality: a maverick, dedicated to living life, taking risks and breaking ground wherever he went.
Living the brand
Lord Almighty’s personality weaved its way through the brand. His status as the ‘world’s most accomplished adventurer’ provided a powerful inspiration for the folk stories we created for the beer labels – tales that captured the imagination of the audience and turned the brand into an unstoppable force.
The beer itself reflected this unique personality with a range of ingredients that delivered truly remarkable flavours and a distinctly superior drinking experience.
It was obvious to us that the packaging for Lord Almighty needed an authentic artisan illustrative style to do justice to the epic stories created for each beer.
We took key elements of each tale and used them to inspire a hand-rendered logo. This combined with a rustic, earthy colour scheme designed to echo the adventurous nature of the brand.
Telling the story
We developed an informal and engaging copywriting style to speak to drinkers on a human level, spark their imagination and provoke anticipation. and excitement.
Pop culture references were embedded within the storytelling such as, “Lord Almighty chopped the mountain down with the edge of his hand,” which keen-eyed drinkers would recognise as a line from the Jimi Hendrix song ‘Voodoo Chile’.
Drink it in…
The result was a unique brand with a strong visual imagery reflecting the valiant, intrepid and heroic stories created for every beer. Each bottle was a work of art that reflected the adventurous soul of Lord Almighty himself.