Chris Murphy

Web Developer • Front-end | UI | UX
Chicago — Lagertown U.S.A. - Local Craft Lagers

Lagertown U.S.A.

multi-channel marketing

An attractive design to sell to businesses then later be used to sell through to customers

Roles: Visual Design, Creative Direction

Tools: Illustrator, Photoshop

Platforms: Wordpress, MailChimp, Facebook, Twitter, Point of Sale, Print Catalogs

H2O Plus earliest homepage from the 90's

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Lagertown background - a yellow silhouette of the skyline of Chicago.

Generating Excitement for Local Brands

The goal was to create a impactful visual that helped sell a specific category in to retailers, that could also be used as marketing to the consumer.

I looked to create a brand for this sub-category to generate excitement for the products in our portfolio and create a memorable image. Borrowing the colors from a pale lager and applying them to the city gave the Chicago skyline that hazy summer afternoon look that reflected the time of year and the occasion to drink pale lagers.

Lagertown U.S.A. - as a homepage graphic featuring bottles & cans or featured local Chicago lagers. Lagertown U.S.A. - as a Facebook graphic featuring bottles & cans or featured local Chicago lagers.

Sell in & Sell Through

Local is always the biggest selling point in the craft beer market, these smaller breweries have the largest growth potential. Lager is a growing category as imbibers palette's weary of hop assaults. It was also timely as a more drinkable summer beer.}

This program was marketed to retail accounts through a brouchure featuring the beers as well as in our email newsletter campaign, homepage and Facebook.

The Lagertown promotion as a featured section of an email newsletter. The Lagertown promotion as a small catalog, brochure featuring all the lagers of Chicago carried by Louis Glunz Beer Inc.

This program was marketed to retail accounts through a brouchure featuring the beers as well as in our email newsletter campaign, homepage and Facebook.

Lagertown U.S.A. - as a banner behind the banner featuring local lagers available on premise. Lagertown U.S.A. - as a poster featuring local lagers available on or off premise. Lagertown U.S.A. – as a long shelf display helping the local lagers standout amoungst a noisy shelf and further brand awareness.

Stand Out on the Shelf & At the Bar

At the point of sale, choices for even the most experienced craft beer drinker can be crowded and noisey. The Lagertown U.S.A. program can create a standout on the shelf, drawing interest and highlighting the style and locality of the product.