When Chicago’s neighborhood brewery, Goose Island, was acquired by AB InBev, VSA helped the brand maintain credibility and loyalty among craft beer aficionados while it scaled nationally. In our first three months as their agency-of-record, we helped them rise from from the 7th to the 2nd most popular IPA in America.
We grounded the brand system in local authenticity, capturing the urban heritage of Goose Island and reframing the brewery’s hierarchy of brands through the unique nature of Chicago neighborhoods.
An updated brand expression system and a new generation of packaging for multiple product lines provided logic and a “reason for being” for each.
National and local campaigns introduced Goose Island and its brands to new consumers—including international markets—while staying grounded in its home market.
Print, digital, OOH and environmental applications of the design system reinforced the Chicago roots and neighborhood ties of the entire Goose Island lineup.
