launch – atb beer co. – design + digital

OZ MFG. COMPANY Launches Around The Bend Beer Co.

Chicago-based Around The Bend Beer Co. officially launched Summer 2015, planting a flag in its hometown. Capitalizing on the ever-expanding realm of brewing innovation in the craft beer scene, ATB focuses on “balancing tradition with experimentation” masterfully producing brews based on traditional recipes, but with unexpected ingredients. The brand launches with two flagship varieties, ATB Beer Co. Silk Road – an American Pale Ale with Thai Ginger, and ATB Beer Co. Ghost of ‘Lectricity, a Kölsch.

Around the Bend’s steampunk-inspired creative direction was conceived and developed by OZ Manufacturing Company, the design, innovation, and digital branding division of GERTRUDE, INC. A shared vision and passion for innovation and superior craft brought Around The Bend and OZ MFG. COMPANY together to showcase what’s next—or better yet, what’s “around the bend,” in the world of craft beer. OZ MFG. COMPANY led brand strategy and brand identity, packaging design, website, trade, and on-premise collateral for the ATB brand launch.

“Brewing innovation is at the heart of Around The Bend’s approach to craft beer,” said Dan Schedler, Founder of Around The Bend Beer Co. “OZ Manufacturing Company intuitively understands brand innovation and design. It’s not only a complement to our philosophy, but an invaluable asset to shaping and launching a new craft beer brand that will stand out on shelf.”

“Around The Bend is an exceptional product, and now a very distinctive brand that equally embodies a sense of curiosity and exceptional quality that play very well among craft beer drinkers,” said GERTRUDE Founder, CCO Otis D. Gibson. “We’re very excited to see ATB join in defining what’s next.”

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