Rolling Rock
As a group of seven, we rebranded Rolling Rock, known as the beer that honors the blue-collar, working-class man. With that in mind, we wanted to extend this brand and create a specialty craft beer that is dedicated to serving its hard-working class women. The new beer we explored is Apricot Gose.
We weren’t looking to change rolling rock, we wanted the new logo to still be recognizable in a way that wouldn’t alienate long-time consumers, but also introduce new and fresh ones. The goal of this design is to modernize rolling rock to appeal to a younger audience while keeping elements like the horse of its original logo and a tweak on the color green for the brand. Also to give the company room to
We also designed an ad campaign. The new Rolling Rock strives to build a community for working women and to encourage them to succeed in their careers as well as to celebrate their accomplishments in a safe space. I designed the new packaging for the bottle as well as for the six-pack with the new flavor.
We designed a website for the new flavor since it is targeting working women, and we wanted to build a community within the brand.
Social media was probably an essential part of this campaign since it is an easy and successful way for a brand to build a community. The posts encourage women and feature stories women can relate to.
