Taking the lead in the craft beer landrush.
In 2008, the landmark "Free the Hops" campaign helped create an environment that could support craft breweries in Alabama. And people all over the state were ready to capitalize.
Mindvolt was approached to help launch a then‑unnamed craft brewery that wouldn’t just need advertising—it would need everything: name, identity, packaging, and a campaign to introduce it to the world.
Situation Alabamians were already drinking plenty of beer—a lot of ghostly pale, practically flavorless beer that had no real soul, but plenty of consumer loyalty. This new brewery would not only be launching into a market completely dominated by light and lite beers, it would also have to compete with the craft beer landrush kicked off by the success of Free the Hops.
Insight Like so many startups, the new brewery's resources were limited, but their passion was obviously not. They wanted to create a brand that resonated as a voice of "Southern Tradition" with "elegance and charm," while avoiding the pitfalls of watered-down or caricaturish "Southernness" to which so many brands fall victim.
The name "Back Forty Beer" was inspired by an old agricultural adage: The 40 acres of land situated furthest from the barn were more difficult to manage because of the remote location. But because that soil is used less, it's incredibly fertile and capable of abundant production—much like Alabama's neglected craft beer culture was ready to explode with bountiful creativity.
Execution When we said they needed everything, we meant it. We named the brewery and several of their early beers, like the unforgettable Naked Pig Pale Ale. Then we developed a complete brand and visual system including their logo, label and packaging designs, delivery trucks, tap handles, POS materials, and distribution sales sheets.
The visual language of Back Forty helped define the brand's voice as one of Southern elegance with a modern twist, just like the founders were looking for. And Back Forty has gone on to find great success all across the state, eventually securing nationwide distribution, and even to Canada and Mexico—all within the first five years.
Three
Countries in the first 5 years
No. 2
in BuzzFeed's "30 Beers for the Design Lover in You"
Featured
in PRINT magazine's "Cool Beer Labels" book
Building this brand from the ground up has been incredible. From naming it, to giving it a visual identity, to crafting the personalities and names behind the beers themselves, the entire process has been a rare and rewarding experience.
Maybe we can help you build—or blow out—a brand or campaign. Or maybe you just want to tell us you like our work. Either way, feel free to give us a shout. No pitch, no promises, no strings attached.
