Zipline Brewing Company’s inventive, flavorful craft beers have made a name for themselves as a Midwest staple since 2011, appearing in the best restaurants, bars and grocery stores across the region. At the start of the pandemic, they began running a weekly promotion where if you purchased $50 worth of beer on Fridays, you’d get a free Zipline promo item. These shirts were our contribution, and they sold out the first night!
The challenge was to bring awareness to locally made beer under the strange circumstances of COVID-19. Yes, people were more inclined to drink at home, but they were also probably more likely to lean toward cheaper, national brands. We worked with Zipline to share the importance of supporting local breweries to get better taste and quality in return. Together we created quite the buzz on social media, and the shirts were the perfect sales-boosting perk.
In this clever design, the bottles themselves are made to look like the tanks in which the beer is brewed. Scattered throughout are decorative icons that allude to Zipline’s brewing process, their efforts to be sustainable, and the state of Nebraska. The golden yellow color is the perfect cheerful hue for summer. We also gave ourselves a small shoutout within the design, because why not?
In addition to up-close product photography, we also held a little photoshoot outside with a couple of our team members. Capturing the shirt on a live model (with a Zipline beer in hand, of course) proved much more fun and effective than seeing the product standing alone. We opened or poured the beers mid-photo, or right before, to create an overflowing motion that produced a dynamic, exciting look in the end.
Zipline and 877 created Facebook and Instagram posts to spread the word about the promo. People couldn’t get enough of the shirts, and we helped lead Zipline to a successful delivery deal! We like to think people bought the $50 worth of beer just to get the cool shirt, but who knows.