Manifesto for Esoteric Brewery
a marketing copy project by thektg

Creative brief

The buyer added updates to the brief. Read them.

Business Name

Adroit Theory Brewing Company

What do you do?

We brew esoteric brews. Extreme beers that are not for the faint of heart. These are full-bodied, artisanal ales intended for the most discerning elements of the craft beer community. These beers are NOT for the general public, thus our marketing and branding focuses on the idea of an "INSIDERS CLUB" or "Us vs. Them" mentality.

What is your industry?

Food and Beverage

Describe your audience

25-45 aged men, educated with gourmet tastes. They have disposable income and prefer to purchase local goods and services whenever possible. They also have an anti-establishment mentality.

What 3 things would you like to communicate to your audience through these materials?

We do not want to use any of our slogans in the piece itself, but for reference, here are four of our slogans. The story/manifesto should communicate themes consistent with the message of our slogans, but be a separate piece that could stand on its own.

1. Consume Life / Drink Art
2. Revoke the Status Quo
3. Crafting the Revolution
4. Pinky Finger Out. Middle Finger Up.

How do you intend to use these marketing materials (print, web, etc.)

Printed as a small card (2" x 4") attached via a leather cord to each bottle of beer. On one side of the piece will be our logo/name, and on the back side the Manifesto. Basically, our mission statement / outlook on life.

What do you need done?

A short story of 100 - 200 words written in the style of either a personal or group Manifesto.

What content must be included?

We are open ended on the content, and encourage the following:

1. Cleverness
2. Enigmatic Qualities
3. Minimalism Writing Style

We DO NOT want anything corporate, generic, or in any way a simplistic overview of who we are or what we do. We want a story, a manifesto, that is succinct, but has nothing to do with beer or even our Company. We are looking for a lifestyle or an outlook on life that can be conveyed in a short and sweet paragraph.

What character, tenor or spirit do you want to convey?

I don't want to give too much direction, as I think designers have a great ideas if they are given free reign. The winning piece will be the one that is the most original and clever piece that distills some of our ideas, and then creates something new.

That said, here are some general ideas that are consistent with the style or spirit we are going for:

Authors - Minimalists like Tom Spanbauer, Chuck Palahniuk, Amy Hempel, JG Ballard
Literary References - Dantes Inferno, Faust
Revolutionaries - Che Guevara
Bands - Nine Inch Nails, Rage Against the Machine

What is your required length in words or pages for these marketing materials?

No less than 100 words, no more than 200 words. It has to fit in a reasonable font size on a card slightly larger than a business card, but smaller than an index card.

Do you want to include additional info?

Do not copy these, but here are some inspirational quotes or themes that are in line with the general message we are going for.

"This is your life, and it is ending one second at a time" Chuck Palahniuk Fight Club
"Head Like a Hole, Black as your Soul, I'd rather die, than give you control" Nine Inch Nails
"Products of the Revolution" - Obey Propaganda