Non Sequitur Craft Beer

Side Hustle 

I like craft beer. But craft beer is expensive. So a brewmaster friend and I partnered up to make our own. 

He made the beer and I handled the branding. 

The result: Non Sequitur sold out in days. We're now up to 4 unique beers and are stocked in more than 30 New York market spaces, including Whole Foods. 

 

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I followed the insight that craft beer drinkers love to peel off the labels like souvenirs. 
So to incentivise the purchase of all four, each can featured a unique collectible character. 

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Social video promoting the release of Beer #2: 

And in case you're wondering why the logo is so damn irresistible:  

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THE LAUNCH

We needed a launch stunt that would create headlines. Like this: 

"Double-take: An NYC beer snuck its logo into movies at Alamo Drafthouse." –AV Club 

We needed a launch stunt that would create headlines. Like this: 

"Double-take: An NYC beer snuck its logo into movies at Alamo Drafthouse." –AV Club 

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