Philthy and Philly Born and Brewed
Brand Strategy & Development
Package Design
Public Relations
Social Media
Project Overview
In order to assert its iconic status in Philadelphia and hearken back to its roots, Yards Brewing Company has unveiled a bold and authentic brand campaign in collaboration with Brownstein Group. The campaign was closely followed by the reveal of “Philthy,” Yards’ new Unfiltered Hazy IPA, and the Philthy Little Hop Monster: a big-mouthed little vandal with a passion for beer and the city he calls home.
Details
Last October, Yards partnered with Brownstein Group, Philadelphia’s longest-running independent communications agency, in order to meaningfully expand market share in the local beer market. The Philly Born and Brewed campaign and the Philthy beer launch set the stage for future initiatives to drive growth in the region, including collaborations with nonprofit causes. They were accompanied by a redesign of several Yards’ variety packs, a bold wrap for Yards’ delivery truck, and various social, digital, and in-store activations.
The two campaigns work in tandem, as Associate Creative Director Ryan Cook describes it: “Philly Born and Brewed seeks to engage with local beer drinkers and remind them why they love Yards and their city. Philthy is a way to channel all this energy, this bold and local authenticity, into representing one of the greatest new beers to hit the regional market in years.”
The two campaigns work in tandem, as Associate Creative Director Ryan Cook describes it: “Philly Born and Brewed seeks to engage with local beer drinkers and remind them why they love Yards and their city. Philthy is a way to channel all this energy, this bold and local authenticity, into representing one of the greatest new beers to hit the regional market in years.”
