Responses by David Register, executive creative director, Arnold Worldwide
Background: The purpose of this work is to let bar owners, distributors and drinkers know that New City Brewery is made from a place where the people still take a lot of pride in doing things by hand. The brand also wanted the consumers to know that while ginger beer is usually alcohol free, New City's ginger beer is not.
Reasoning: We wanted to make ads that were as handcrafted as the beer. These posters were made by hand here at Arnold and were not outsourced to a design company.
Challenges: It was difficult to craft the headlines into the shape of the bottle, especially when we got client feedback.
Favorite details: We are most proud of giving New City a lasting tagline: “As strong as the place it’s from,” creative work that the brand is extremely proud of and marketing that speaks to what the brand offers and stands for.
Visual influences: We wanted the work to feel as authentic as the brand, so we played with the shape of the bottle, as well as the color.