Redhook was looking to launch a lager with a lower ABV in 2022 to round out its portfolio of beers. This lager would have an approachable, friendly profile–something you'd want after mowing the lawn or kicking back with your buds. Creating the beer was done. All it needed was a name and can design that spoke to the target audience and fit nicely within the Redhook family. In our previous work with Captains Wanted and Ballard Hazy IPA, both beers already had an identity. This time, we were starting from scratch.
Getting a better understanding of the target audience who will be drinking the lager was important to kick this project off right. Research told us a lot about these people–they have a trade degree, are self-employed, have a family, and don't have much downtime. We also learned that they aren't brand loyal. They simply want an affordable lager that satisfies their thirst after working day in and day out. From the shipyard workers in Ballard to the glass blowers in Tacoma to the auto mechanics in Spokane, these folks are proud of their latest DIY home project and have the calluses to prove it.
With the target audience research in hand, we were able to gain insight into what these people want when they grab a can or case after a long day. They need to feel seen, while also being reminded that they deserve to take a load off. They need branding that feels as mysterious and crafty as they are. They need a good friend who understands their life. We had just the guy.
We focused on the insight that this audience needs a buddy–a character similar to Redhook's Big Ballard IPA Captain, but... different. Someone as approachable as the lager itself. The type who might seem intimidating at first, but once you get to know him, he's a teddy bear. Someone like Sasquatch. Yes, Sasquatch. While some might consider him a scary beast, we created the more loveable 'Harry and the Henderson's' version. After testing the name, Lagersquatch, against a few other contenders, the choice was clear. We had an illustrator create the friendly 'squatch, while our creative team designed the cans and provided production services for the product line. Lagersquatch was ready to be discovered.
After the launch, Mashed.com specifically noted the design and name. "The wildest thing about this beer is its imaginative Bigfoot concept, complete with an Instagram-worthy can design that might tempt you alone to buy a pack." This project also led to more Lagersquatch work, where we created a few social posts featuring the 'sqautch in various friendly activities. Stay tuned for more updates.