Project Details

THE ASK

The barrel aged beer category from MadTree needed a rebrand and an overarching name to encompass all the different categories within it.

THE RESULT

I was tasked with renaming the series of our barrel aged beers program. We narrowed it down to “Canopy Project” & “Fortunes & Fermentations.” Below I included the taglines and copy I came up with to help MadTree choose the final option.

Taglines:

On a whole new level.

Seek the higher ground.

Drink The Finer Things. Discuss The Everyday Things.

It’s good to be at the top.

Where nature meets nurture.

You need to see the view from up here.

Description:

From the outside, the cellar is just rows upon rows of barrels. Look closer. Each barrel is its own mini ecosystem teeming with life. Continuous wild fermentation, absorbing whiskey and vanillin from the charred barrels creating flavor profile change, the staves swelling and shrinking from the temperature changes of the seasons. In the canopy is where 90% of animals in the rainforest are found. It’s special up here. Some animals who make it to the top, never actually end up going back down. So step up to a higher level and hang with us discussing everyday life while enjoying the finer things.

Taglines:

Delicately designed. Fortuitously fermented.

Good fortune comes to those who wait.

From the depths of “Whoa!”

Leave the cookie. Crack open a bottle.

Fortuitous or by design? You decide.

Description:

What goes on with beer in each and every barrel is mysteriously magical. It takes a lot of hard work, time, and even some good fortune for our line of barrel aged beers to make it into a bottle or keg. Fortunes & Fermentations come in all types of varieties from the cellar of MadTree. With big, boozy bourbon barrel aged stouts, to mouth-puckering sours, or a delightfully light yet complex kölsch aged in bourbon barrel aged gin barrels, there’s sure to be something to fit your fancy.

Below are samples of the final results of the brand and sub-brands within the Canopy Project.