lucky lager, a newly re-launched (and re-branded) brew from pbr, asked me to assist them with creating a new social presence with photography and branding extensions

prior to launch, I was asked to help strategically unveil the new branding for the beer. due to a lack of product packaging and limited assets provided, the brand was played up by unveiling a 9-up grid created to lean heavily into secondary brand elements.

the rebrand focuses on layering in the rich, diverse cultures that thrive in the bay area and pays homage to the history of san francisco.

once physical assets were available, I art directed and shot the newly-produced lucky lager packaging and branded items to be used in context of instagram

photography direction was a direct translation of the gritty, down-to-earth yet clean and graphic look and feel of the new branding

promoted instagram stories were then created to gain more exposure for the newly rebranded brew during both pre- and post-launch