We decided that Hooray had to be a bold, very energetic and somewhat punk brand, definitely full of style.
The mood that drives the brand is simplicity, meaning carefree: we decided to position Hooray as an easy, ‘no frills’ craft beer. A different choice and narrative compared to many competitors in the industry.
The claim, as well as the official hashtag, became #labirrachetigasa (something like ‘the beer that fires you up’), winking at the target audience, i.e. young, carefree, craft beer enthusiasts (but not only).
Doodles, bright colours, alternative typography: a certainly disruptive and enthusiastic communication that brings out the strong brand personality in every way.
For the production of the labels, Tintoretto Gesso by Fedrigoni paper was chosen, to give a matt as well as textured effect, in clear contrast to the high embossing glossy processing used to emphasise certain elements, such as the name of the beer and the graphic details present. Each reference was associated with a bright Pantone® colour, a strong contrast to the black background and full of personality.
We also followed the whole corporate part linked to the Hooray brand: from the customised merchandising to the pins up to the compact and practical presentation flyer, illustrating all the available beers and their characteristics.
The digital strategy designed for the Hooray launch aimed to create hype and expectation in the days leading up to the beers’ release.
On the brand’s social accounts, we began to publish teaser content and video campaigns aimed at the previously identified target audience that would refer to the world of beer and convey the punk character of the brand.
At the same time, the website was also designed to be disruptive and intentionally hectic. A onepage website with a strong reference to the graphics of the individual labels. Each tab features an animation linking the iconic characters of the labels to the respective beer. Colourful backgrounds and parallax navigation add dynamism to the page, making each reference unique.
Visit the website: hooraybeer.it
