Share This Page

Alpine Lager

https://www.sld.com/our-work/case-study/alpine-lager/

Contact

PROJECT

Alpine Lager

CLIENT

Moosehead Breweries

LAUNCH DATE

September, 2015

Shikatani Lacroix Design created a fresh, new take on Moosehead's ongoing Alpine Lager Camo campaign.

Background

The pride of New Brunswick, Alpine is the first lager brewed by Moosehead Breweries:
1937

created

4th

generation P.W. Oland

Canadian brewers:

85

% domestic market share

1.9

billion litres of
Canadian beer
sold

65.81

litres of beer per capita consumption in Canada

Following the success of the 2014 “camo” design, Moosehead Breweries asked Shikatani Lacroix Design again to develop the packaging design for Alpine Lager’s 2015 camo campaign. This year’s theme built on prior camouflage campaigns that related to hunting, fishing, snowmobiling and other outdoor activities. Alpine Lager’s promotional initiatives work to share and celebrate its consumers’ lifestyle.

SLD was tasked with progressing the camo campaign forward with new packaging, posters, billboards, and other POS designs, to continue to build a stronger connection between the brand and its consumers.

Challenge

Alpine wanted the packaging to feel like an evolution from, not reinvention of, the original designs so that its consumers expect and engage with the campaign each year. The design team leveraged what it learned from the outcomes of the 2014 campaign to deliver a fresh and vibrant new design that remained consistent with the brand’s look and feel. Building on the emotive factors from previous packaging campaigns, the new designs had to engage and appeal to Alpine’s outdoorsy male-skewed target market.

The design's emotive factors appeal to a male target market

The vivid design appeals to those with a thirst for outdoor pursuits

Process

Define

After experimenting with different aspects of camouflage season, Shikatani Lacroix Design developed a more natural looking pattern, differentiating the cans from prior packaging campaigns to create a fresh and exciting new look for Alpine Lager consumers.

Design

SLD enhanced the standard cans with a vivid design that appeals to those with a thirst for outdoor pursuits.

Deliver

The new packaging design work tied effectively to its social media marketing campaign that ran through the months of September and October. In addition to the packaging, SLD designed a larger banner to display during the campaign’s promotional events. In the end, Alpine Lager’s 2015 camo campaign was met with great success as the design work connected with its target consumers’ lifestyle and helped garner increased interest in the brand.

Related Work

Montellier

Shikatani Lacroix was brought on board to create a packaging design framework...

Moose Light Radler

Shikatani Lacroix created a brand identity for the Moosehead Brewery's new Moose...

Tetley Signature

The new design work became an integral part of Tetley’s premium branding line...

PepsiMoji

Helping Pepsi develop an innovative way to connect with consumers, Shikatani...

Corona Extra

Modelo Molson Imports commissioned Shikatani Lacroix to create nine Collector’s...

Tropicana Tropics

PepsiCo Beverages wanted to refresh the 2008 design Shikatani Lacroix had...