CARL CONRAD
This is a group project I worked on in graduate school. The assignment was to launch a brand of whiskey created by Budweiser. We came up with Carl Conrad: American Whiskey.
Carl Conrad: Logo
I made this logo for our whiskey brand. We decided on the horse imagery because Budweiser uses it in their marketing. We wanted to create a product that does not use the Budweiser name, but is still affiliated with it. We noticed that many whiskeys are named after a person, so we chose one of the founders.
Carl Conrad: Label
This a label that one of my group members and I made. We used a parchment texture because we wanted the label to have a warm, rustic look. The logo is textured as well to match the background. We added the Anheuser-Busch crest to call back to its parent company without explicitly saying so.
Carl Conrad: Bottle
This is a mockup of what the bottle would look like. I printed the label and applied it to a bottle of whiskey.
The Process
While doing doing research on whiskey and who drinks it, we learned at a local distillery that whiskey is beer that is further refined and distilled.
When we found out people in their 20’s are starting to drink whiskey, we came up with our brand expression: The Next Natural Step. The thought was that people who drink beer recreationally will naturally want to try whiskey.
We developed a communication strategy to determine who to get, what we want them to do, and how we get them to do it.
We developed a communication strategy and decided on three distinct areas to concentrate on to market our whiskey.
We developed a timeline that shows how we plan to launch our product with strategic ad placements throughout the year. For example, we planned to have a Super Bowl commercial to launch the idea. Then promotions at bars and a concert tour with artists that appeal to a younger crowd called the “My Next Step Tour,”
Final Outcome
My group and I won 2nd place in our marketing class for our concept, business plan and final product.