B&G: ‘77 Golden Ale
Campaign
Blue & Gold Brewing Co. is built on a collaboration Marquette University students and alumni in the beer business. Their first product was the ‘77 Golden Ale: a beer that is “Authentically Milwaukee and Uniquely Marquette.” Released on National Marquette Day 2023, the beer used the momentum of the MU pride and excitement that brings students and alumni together on this holiday. Still, because of the nature of their product and B&G’s association with the university, it was a priority to emphasize the need for celebrating responsibly, through responsible drinking.
The Direction
Drawing inspiration from the beer brand itself, I wanted to highlight the vibrant energy that IS National Marquette Day through texture and depth. The bright pops of blue and gold through the texture match that of the crowd, unmistakably Marquette. I used bold, captivating typography to draw the eye straight to the campaign message, leaving no room for argument. The witty copy speaks directly to students, pointing the obvious problems in drinking irresponsibly.
