Innovative created a total branding package for a new charitable beer brewed to raise funds for oil spill disaster recovery. SOS (Save Our Shore) is a 22-ounce pilsner brewed by the Abita Brewing Company. 75¢ from every bottle sold and 100% of the net proceeds from merchandise will benefit SOS – A Charitable Fund, established by Abita.
Every aspect of the product, except for the beer inside the bottle, was designed by Innovative to be a message in a bottle. Abita asked us to send a message across the nation about the plight of the Gulf Coast and we were truly inspired to help our neighbors.
Our creative team began with the naming of the product. The universal distress signal, S-O-S, inspired a new meaning and a challenge to ‘Save Our Shore’. The 22-ounce bottle bears hand drawn iconic images of all of the aspects that make the Gulf of Mexico so unique. Illustrations of pelicans, fish, shrimp and fishing boats are arranged in the SOS pattern. Marsh grass and a symbolic pair of white “shrimp boots” are highlighted in the painted bottle design.
The SOS logo is repeated on t-shirts, hats, car magnets, pins and window decals designed to raise funds and awareness. Table tents, sell sheets and on-line advertisements repeat the bottle’s SOS inspired theme.
