Client

Wynwood Brewing

COMPANY

Workshop Collective

ROLE

Lead Strategist, Copywriter

BACKGROUND & APproach

Wynwood Brewing wanted to redesign their beer bottle labels and packaging but what they actually needed was a brand voice. The brand had leaned into the neighborhood’s reputation for street art but it lacked personality, didn’t make the team or locals feel proud, or position the brand as a premium craft beer.

We pulled inspiration from interviews and stories with the founders and employees, insights for the competitive landscape, and people that visited Wynwood.

Strategy

After an interview with the founders and team and a landscape analysis, it was clear that this brand needed personality. An attitude that matches my favorite founder quote, “We’re chill as long as you don’t fuck with us.”

We positioned the brand as a familial brewery with attitude and brought out that attitude in their voice as a scrappy Puerto Rican Pop and son making beer. It was authentic and Latin without getting into the one-dimensional stereotypes of Miami or street art.