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Business Info

Business Name

Adroit Theory Brewing Co.

What do you do?

We are a nano-brewery in the Craft Beer Community that makes esoteric beers with an emphasis on barrel aging. We have a visually oriented brand that combines a little bit of Heavy Metal, a little bit of the Occult, and a nod to a Motorcycle Club.

How many pages of print design do you need?


List the size requirement(s) for your print design

8.5 x 11 with a vertical layout. Would consider a horizontal layout.

Target Audience

What is your industry?

Food and Beverage

Describe the target audience for your print design

Our target market is a 38 year old male. They tend to have disposable income, but not rich. They tend to enjoy fine gourmet things (like craft beer). They tend to be Gen-X, and while many are married and living in the suburbs, they enjoy reminiscing about things from their youth: Nine Inch Nails, Fight Club, Rage Against the Machine

What 3 things would you like to communicate to your audience through your print design?

Curiosity - We want people to be curious about what we are doing that weekend, and click on our post to learn more details.
Cool Factor - We have a brand/logo that looks cool, and people who see our ads, tend to respond naturally. This ad should have the "cool" element that makes them want to repost this on their own Facebook Timeline.
Bad Assness - Yes, not a real word, but this add should have that "sick look" that makes (at least men) say "that looks bad-ass!" as soon as they SEE IT (note, not read it)

Style and Concept

What print design styles do you like?

Browse our website at http://www.adroit-theory.com/ for examples of the types of labels and branding we do.

We do not want a safe, corporate looking, holiday card looking piece. We want something that is as shocking as it is clever. Something that immediately grabs someones attention visually, enough so for them to read the text secondarily.

Please note, we are NOT running a Haunted House, or similar Horror themed event. While our target market is a middle aged man, we are a brewery that attracts everyone from young families to older country club types. We want something that "screams" Halloween Party, Beer, and preferably with a graphic or image that is visually striking. Not horrifying, but definitely pull out the content that normally would be rejected with another company.

Finally, we DO NOT want anything that references beer, beer graphics or the like. You may or may not choose to use any of our logos. These things are not important to our brand.

What colors do you want to see in your print design?

Orange, Black, and/or Green. This is a Halloween inspired piece, and it should immediately be recognized as a Halloween Party Invite.

What colors do you NOT want to see in your print design?

N/A. Open to all colors.

What adjectives should best describe your print design?

Edgy, Creepy, Thought Provoking, Visually Striking

How will you use the print design?

Online, specifically on Facebook. Be sure to check the Facebook Ad Guidelines that limit text to only 20% of the total surface area. Details at: https://www.facebook.com/help/4688709698...

We might also print this piece, so feel free to make an alternative layout that does not conform to the 20% text rule.

What content must be included in the print design?

The only copy is:

"Adroit Theory Brewing
Halloween Weekend
Rare Beer Festival
10/31 & 11/1"

NOTE, this is an online ad, so more information will be in the copy of the post, including hyperlinks to more info online. If you want to review the event, check out: http://www.adroit-theory.com/halloween



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