Dan Harrill
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Drink Beer Outside

10 Barrel started as a small Oregon craft brewery with a brand loosely tied to "drinking beer and having fun", but moved into a major spotlight when purchased by Anheuser-Busch and pushed national. As the product family expanded and distribution spread outwards it became difficult to recognize the brand and keep everything unified under a core ethos. I was tapped to work with 10 Barrel to strategically align, refine, redesign and ultimately reignite the brand. What I developed was a top to bottom refresh that united their company under a solid ideology – “Drink Beer Outside”.

 

Created For —
10 Barrel Brewing Co.

Project Scope —
Positioning, Branding, Creative Direction, Marketing Strategy, Package Design, Content and Social Direction, Website Redesign, Brand Voice, Copywriting.

 
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The packaging became instruments of storytelling. Unique ownable narratives were crafted for each product.

 
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Supplied with a proper identity, 10 Barrel is now able to consistently tell their stories and invite fans to get after it with a beer in hand.