These B*tches Brew.
Alewife
Beer Handcrafted by WomenScope of work:
+ Package design
+ Illustration
+ In-depth research
+ Copywriting
+ Naming
+ Conceptualization
+ Creative strategy
+ Art direction
+ Market research
Question:
How can a new beer product be created that is geared towards women in a way that is empowering and purposeful, not offensive or stereotypical?
Answer:
Alewife is a female-focused beer line that leans on the fascinating history of brewing to tell the untold stories of women in beer. From witches to goddesses and everything in between, Alewife uncovers that beer has been a women’s drink all along and does so in a whimsical, witty way.
Overview
Beer is widely considered a “masculine” beverage due to its branding, advertising, and history. Despite this, beer has a deep history rooted in women, and today, women are increasingly enjoying beer. By bringing in whimsical and historical encounters of women in beer, Alewife uses powerful storytelling to bring back pride to the female beer experience.
Each bottle features an important story that intertwines beer and women. With a strong female figure cemented on the front and a sassy, strong narrative of resistance on the back, beer reinstates itself as powerfully girly and historically great.