Boaks Beer

“REASONABLY REBELLIOUS” BOAKS, a craft beer distributed in NJ and PA, was looking for a fresh and exciting brand campaign that would give it an edge over competitors. After picking the brain of BOAKS' creator, Brian Boaks, we learned that his brews do not adhere to traditional beer guidelines – he adds exotic ingredients to classic styles, challenges beer geeks’ expectations, and brews to his eclectic tastes. He wins awards, even while baffling judges. He earns fans, even as a renegade. BOAKS beers are not typical for the region nor completely radical. They are what we coined, Reasonably Rebellious.

"REASONABLY REBELLIOUS" CASE STUDY VIDEO

"REASONABLY REBELLIOUS" PRINT

With a bold, playful new voice and a distinctive look-and-feel that recalls psychedelic rock posters of the Seventies – only with a modern edge – we brought the “Reasonably Rebellious” brand to life in a series of engaging product hero ads, each highlighting one of the beer’s reasonable and rebellious qualities.

"REASONABLY REBELLIOUS" PRINT
With a bold, playful new voice and a distinctive look-and-feel that recalls psychedelic rock posters of the Seventies – only with a modern edge – we brought the “Reasonably Rebellious” brand to life in a series of engaging product hero ads, each highlighting one of the beer’s reasonable and rebellious qualities.

LINE SWAPPER ECOSYSTEM

In addition, we created a Facebook Timeline that celebrated the new brand and started a Twitter handle that delivered reasonably rebellious retweet bait, news and updates. We also created a BOAKS mobile app that allowed users to learn about BOAKS beers, locate vendors and get the latest.

"REASONABLY REBELLIOUS" DEBUT

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