Client
Anchor Brewing Company is an icon of the American craft brewing movement. Founded in 1896, Anchor has become synonymous with the San Francisco experience. Its legendary Anchor Steam Beer is still brewed in the tradition of a Gold Rush-era recipe, using copper kettles, open fermenters and whole-leaf hops. As lovers of all things craft beer, Redtail Media is excited to have a chance to develop an entire slate of new creative materials to help tell its story to longtime fans and new craft beer drinkers alike.
Project
“There was no such thing as craft brewing in 1965,” according to Fritz Maytag. In 2011, there are nearly 2,000 breweries in the United States. Anchor has always been a respected name in the craft beer landscape, but as the number of breweries across the country has grown, so has the challenge of connecting with the craft beer drinker. Redtail Media worked with Anchor to develop a creative strategy that would highlight the brewery’s most important features: its traditions, its craft, and its people. We partnered with seasoned brand strategist Steve Stockman and San Francisco-based web development firm Fine Design to develop a strong slate of materials that would be both rooted in tradition and designed to take full advantage of modern media platforms.
Results
Leading with a strong component of both photographic and video content, we leveraged the ethos of Anchor’s existing brand – effectively dusting them off to showcase the history, passion and artistry that exists at the old brewhouse at 1705 Mariposa St.
Web - In collaboration with the brilliant designers at FINE Design, we set in place style parameters that authentically reflected not only the look of Anchor’s historic brewhouse but also the feeling of the 100+ years of brewing innovation that have taken place within its walls. The website is built to grow as Anchor grows. Centered around creative and engaging content, this will be a site that invites ongoing participation from its users.
Photography - Using as a blueprint an existing library of archival imagery relating to Anchor and San Francisco, all of our photography was shot with the intention of conveying a progressive style that maintained a strong connection to Anchor’s storied past.
Video - There is no better way to connect the wonderful people of Anchor to the public than through video. More than just a crucial element to this campaign, the video content we created serves as an educational and entertaining way for the Anchor family to communicate their personalities and their passion for brewing this iconic lineup of great craft beers.
View the Anchor Brewing Co. website