Let’s Be Frank Crowded Bar
Let’s Be Frank Reversed Single Color Orange Logo
BRAND DEVELOPMENT  Identity + Packaging

Beer Frankly Crafted

Let’s Be Frank started as an inter-agency beer competition that paired coworkers up to create a beer brand from scratch—strategy, naming, identity, packaging, positioning, distribution and marketing plan. Account Executive Jessica Brothers twisted my arm into partnering with her (I was not especially enthusiastic about pouring a ton of work into an agency contest), and, naturally, we proceeded to pour a ton of work into it.

We positioned Let’s Be Frank as an organic craft beer built around transparency, sustainability and a pretty simple promise: Frank is real. Frank is delicious. Frank is organic. The concept grew into a complete brand world spanning packaging, tap handles, glassware, apparel, environmental and promotional ideas, backed by a grassroots launch and distribution strategy. In the end, Jessica and I won the competition—and a trip to Paris, where we were hosted by Opinion Valley through the TAAN Exchange. Not a bad return on a contest I didn’t want to enter.

Art Direction & Design: Brian Collins
Let’s Be Frank Opening Card Declaration: What began iN the late 1970’s as an experiment has turned intoa brewing revolution. Craft/micro breweries are opening at a faster rate than ever and the movement has proven its staying power.Let’s Be Frank – Let’s Meet Frank Divider CardLet’s Be Frank Logo & LabelLet’s Be Frank Branded Beer BottlesLet’s Be Frank – All About Frank: Frank is RealLet’s Be Frank Branded Six Pack of Beer Consumer PackagingLet’s Be Frank – All About Frank: Frank is DeliciousLet’s Be Frank Logo & Label Options & UsageLet’s Be Frank – All About Frank: Frank is OrganicLet’s Be Frank – Behind the Beer Divider CardLet’s Be Frank – Man drinking from branded glasswareLet’s Be Frank – Woman wearing an orange branded t-shirtLet’s Be Frank Farmer’s Park TaproomLet’s Be Frank – Branded tap handlesLet’s Be Frank Billboard – Tip. Sip. Repeat. Drink Independently – FrankLet’s Be Frank – Concepts Divider CardLet’s Be Frank – Hop Torch Logo ConceptLet’s Be Frank – Organic Hop Garden Logo ConceptLet’s Be Frank – Cheers! Closing Card