'Noon Tea Mad Tea Party

‘Noon Tea

For years there was a rush to the craft brewery space as consumers demanded unique flavors and beer offerings beyond simply the large breweries. But, over the last few years the sale of beer product nationally has been flat, leaving microbreweries looking for opportunities and demographics to grow their revenue. This led to an explosion in the development of seltzers and similar alcoholic alternatives that reached new, non-traditional demographics, specifically younger females. Faced with a now over saturation of these alternative alcohol products Proper Brewing, working with their regional distributor, saw an opportunity to create a first-in-market regional hard tea line to reach new, untapped avenues for growth.

Playing off of the brewery’s name, Proper Brewing, the product was named and designed as the anthesis of a proper English afternoon tea time. There’s no Alfred and Ethel sitting around in the cottage garden here discussing the queen. Using the infamous King Henry VII as the centerpiece, we helped build a product that is a ‘Very Not Proper Tea Time’. Making its initial entry into the Utah market with four flavors; Tea, Raspberry, Peach, and Lemon, the cans even come with their own Drunk History inspired telling of famous stories in the history of tea.

Services
  • Brand Identity & Strategy
  • Campaign
  • Creative Direction
  • Email & Social
  • Motion
  • Print & Packaging
  • Web Development
Industries
  • Consumer Goods
'Noon Tea Cans
'Noon Tea Box in Stores
'Noon Tea Can Details
'Noon Tea Can Details
'Noon Tea Microsite
'Noon Tea Lifestyle Photo
A Not Proper Portfolio Shot
Project Credits
Creative Direction
Stuart Laybourne
Account Management
Sarah Lyman
Design
Nick Ketterer
Web Development
Sean Ward
Label Printing
American Label
Box Printing
Utah Paper Box
Client
Proper Brewing Co.
Location
Salt Lake City, Utah
URL
noontea.properbrewingco.com