Client: Anheuser-Busch, Inc.
Project: The Craft of Draught
Agency: XG-ad
Roles: Production Designer, Retouching
Creative Challenge:
Help create a comprehensive marketing tool for the Anheuser-Busch National Draught sales team that would improve draught knowledge, invigorate draught sales, and encourage discussion and interest in draught beer. Develop a template-style design solution for 18 individual brand pages that featured the latest draught glassware and selling attributes of each brand.
Because different regions sell different beers, XG-ad first created a flexible component-style brochure system. The main body of the brochure educated retailers about the “craft of draught” beer and why it’s important to their establishment, while a custom sleeve in the back of the brochure allowed sales representatives to insert individual brand sheets that were pertinent to their specific accounts. A rich, elegant cover with beer splashing into a glass chalice created the premium tone that followed throughout the rest of the brochure.
This was a large project with a lot of moving pieces to bring together. Working with the Creative Director and the rest of the team, I added the finishing touches through retouching, proofreading, and adjusting template design elements as needed.
