The challenge was to design a brand identity and collateral for a beverage company based off of a town. The town I researched was Walker, Minnesota, which hosts the world's only and largest Eelpout Festival. This festival is hosted by the town in below freezing temperatures to celebrate the bottom dwelling fish. The event includes catching eelpout with bare hands, a polar plunge into freezing water, a frozen wet t-shirt contest, black tie dinner, and a kiss-the-eel contest.
I chose to focus on the festival for the inspiration of the beer. The town's people could brew the beer leading up to the event and sell it at a discount when people complete contest that day. The alcoholic beverage would be the drink incarnation of the event, telling the story of the eelpout festival and carrying on all the traditions. The brand aims to attach itself to the fun activities and bring the town together in the making of it and the selling of it.