[SPEC] Blue Moon wanted to reimagine the brand in hopes of better appealing to the ever-growing millennial audience. No rules, no sacred cows—just have a look around the old place and start knocking down walls. Better approachability started with bucking the Craft Beer industry hallmark: talk endlessly about yourself and your precious beer. We instead chose to serve the brand and beer up as the perfect accessory to those looking to discover and experience something new. Not just in beer. But in life. 

Role: Creative Director/Copywriter