The old school idea of quality over quantity was the main concept behind this re-brand and campaign. All the packaging and ads were created in a vintage style to match that feeling. Almost all the ads were crafted with reference to vintage announcement posters. This was done to engage the audience into actually reading the ad, instead of just looking for an image and quickly flipping the page. The main action program from this campaign was the limited edition icebox. This is a piece that is meant to stand out in a liquor store, and also meant to challenge people to get off the couch and enjoy their ice cold brews outside.
I would like to make it clear that this project is strictly CONCEPTUAL. It was completed as a school project to show my skills in the area of a re-brand. This is in no way related to the original red truck beer brand that is already established. I think they have great branding already, the only reason I chose to re-brand this company is because I love their beer and I was living in North Vancouver at the time and wanted to choose a local company.