Second Self Beer Company is in the business of crafting local beer from sustainable, fresh, exotic ingredients. Their award-winning offerings have paired well with diverse food options, satisfying those with more adventurous tastes. The new company wanted its brand to reflect the duality of both its flavor profiles and the nature of those who enjoy it.
Given the brand’s offbeat, yin-yang personality, Second Self sought head-turning, bold packaging that captured the concept and still owned the retail shelf space. Once the product reached distribution in stores across the Southeast, they also looked to us to help grow brand awareness by managing its social media on select channels.
Rooted in strategy, our designers created artistic packaging that underpinned the concept of “sipping into your second self,” or how someone could act one way by day, and become someone entirely different by nightfall. As for Second Self’s social media, we built the strategy and created the short videos, GIFs, and branded posts that matched the intelligent, witty and quirky voice of the brand.
The resulting portfolio of eight unique beer labels caused an instant ripple throughout the craft beer industry. Second Self captured several beer packaging design awards as the company saw their name recognition explode. Smart, shareable and on-brand, Second Self’s social media accounts also saw an impressive and almost immediate boost in return on investment of both followers and client engagement.
“To this day, we get almost as many compliments on our branding and design as we do the beer.”
Jason Santamaria, Beer Architect and Owner