The Challenge
Redhook helped put Pacific Northwest craft beer on the map. But after decades of category growth, the brand found itself surrounded by competitors all claiming some version of local authenticity. New products had been added over the years, consumer tastes had evolved, and the brand's story had become harder to articulate.
Our job was to dig into Redhook’s legacy and uncover a unifying message that could speak to both longtime loyalists and emerging younger audiences, ultimately delivering a brand platform built to bridge the past and future of Redhook.
What We Learned
We dug through research, interviewed stakeholders, and talked with drinkers across Washington. What emerged was a simple truth. In a city overtaken by tech startups and IPA overload, there’s a blue-collar spirit alive and well, one that values real, hardworking, hands-on experiences, even if that’s only in your backyard on weekends.
Redhook’s legacy wasn’t a liability; it was a differentiator.
Social Giveaway
POS On/Off Prem
What We Did
That insight became the foundation for Work Makes Thirst.
More than a tagline, it was a way of defining internally and externally who Redhook was and who it was for. The platform celebrated makers, builders, grinders, and doers—the people who understood the satisfaction that comes from earning a reward.
We developed a unified brand system that connected legacy products with newer offerings and created a consistent voice across packaging, retail POS, social, activations, and future launches, like Redhook '81 Light Lager.
The Happened
The platform gave Redhook a clearer emotional role in the category and a more cohesive identity across its portfolio. It created a foundation for future growth while reconnecting the brand with the authenticity that made it meaningful in the first place. Sales teams are excited to role out the campaign this summer.
My Role
I led creative development across strategy, writing, campaign platforms, social and activations, helping align stakeholders around a shared vision for the brand's future.
Agency: Catalysis
SOcial campaign
