Kaitlyn Goetz
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Village Brewery

The Village Grump

This was a competition based project where four finalists had the chance to pitch and produce a new beer character for a promotional event, hosted by Village Brewery. The Grump was produced, presented to, and judged by Village Brewery Founders, Brewers, Marketing personnel, and the public.

The Ask: Conceptualize and pitch a new products, beer and beer character for Village Brewery, that fits within their brand, to raise market shares for a night of taste testing. 

The Result: Won both the Judge’s and People’s Choice Awards while generating the highest sales during the tasting event. 

The Tools: After Effects, InDesign, Illustrator, Photoshop

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  The Team:  Kaitlyn Goetz (AD), Brandon Chow (D), Shannon Astrea (D/CW)    My Responsibilities:  Successfully pitched my concept in three different presentations, earning a spot in the finals. Directed and designed a campaign featuring touchpoints for print, web, video, and other collateral. Delegated work-flow to a team of designers.

The Team: Kaitlyn Goetz (AD), Brandon Chow (D), Shannon Astrea (D/CW) 

My Responsibilities: Successfully pitched my concept in three different presentations, earning a spot in the finals. Directed and designed a campaign featuring touchpoints for print, web, video, and other collateral. Delegated work-flow to a team of designers.

 “Some of the best things happen over beer. Ideas are born, friendships forged, deals struck. Village Brewery began that way too, with friends sharing beers and dreams for a community brewery.”

“Some of the best things happen over beer. Ideas are born, friendships forged, deals struck. Village Brewery began that way too, with friends sharing beers and dreams for a community brewery.”

 My grandfather, Wilf, was a recreational officer and boosted the morale of his fellow soldiers during the war.  He is the epitome of community and is the perfect character for the Village Brewery brand.

My grandfather, Wilf, was a recreational officer and boosted the morale of his fellow soldiers during the war.

He is the epitome of community and is the perfect character for the Village Brewery brand.

  OR SO I THOUGHT    After getting yelled at and hung up on during his phone interview, the concept of the Village Grump was born. Sometimes, you deserve to be  (and enjoy)  a grump.

OR SO I THOUGHT

After getting yelled at and hung up on during his phone interview, the concept of the Village Grump was born. Sometimes, you deserve to be (and enjoy) a grump.

  "A rough day can make anyone grumbly. This grump’s roasted Scottish barley and dark malts make the hard days easier to swallow. He bares hints of toffee, dried plums, and Granny Smith apples, a slight sweetness hidden beneath his bitter hops. So go ahead and mumble, sip and grumble, and embrace your inner grump."

"A rough day can make anyone grumbly. This grump’s roasted Scottish barley and dark malts make the hard days easier to swallow. He bares hints of toffee, dried plums, and Granny Smith apples, a slight sweetness hidden beneath his bitter hops. So go ahead and mumble, sip and grumble, and embrace your inner grump."

 With help from our volunteer model, and  Silvera for Seniors  resident, Peter, we were able to better capture the Grump character.

With help from our volunteer model, and Silvera for Seniors resident, Peter, we were able to better capture the Grump character.

 In honour of Wilf and Peter, our strategy was to have a partnership with Silvera for Seniors and donate earnings towards recreational activities for seniors living in Calgary. 

In honour of Wilf and Peter, our strategy was to have a partnership with Silvera for Seniors and donate earnings towards recreational activities for seniors living in Calgary. 

 During the process, we ensured the personality of the Grump was unified throughout all touchpoints the audience could access. 

During the process, we ensured the personality of the Grump was unified throughout all touchpoints the audience could access. 

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 We explored various ways to tell the Grump's story. From tap handles, casks, tent cards, and the beer box, all aspects of the Grump were considered from every direction.

We explored various ways to tell the Grump's story. From tap handles, casks, tent cards, and the beer box, all aspects of the Grump were considered from every direction.

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 The night of the judging, we created stickers for everyone to flaunt their own inner grumps.

The night of the judging, we created stickers for everyone to flaunt their own inner grumps.

 I also wanted to explore other mediums to delve into the Grump story even further.

I also wanted to explore other mediums to delve into the Grump story even further.

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