Drav

Building a new, bold beer brand from the ground up

Instant hit awarded third in the world alongside Budweiser

Drav Beer packaging design by Wedge.

Drav’s founders walked into Wedge at the company’s early beginnings, with the desire to create an accessible, youthful beer brand that would become a modern millennial icon. The reality: Limited advertising budget (zero). It had to win on-shelf. Which meant, it was all about the design.

At the time (2017), category codes either saw the overuse of illustration in the craft world, or, your commercial go-tos. We had to be different. Inspiration came from an unlikely place: The Simpsons, Duff Beer. Effortlessly iconic, eye-catching, and enduring. The winning recipe became a combination of strong identifiable shape, central nomenclature to identify the beer type, a charming logomark, functionally presented information, and a distinct color palette unusual yet natural for the category. Where pink is for everyone.

Drav was an instant hit upon launch. Stocked at the hippest restaurants, backed by the hottest chefs, and served at the coolest parties and cultural events. People who simply wanted a piece of ephemera beyond beer, bought Drav. The founders have since gone on to launch many new flavors, as well as innovative products in the ready-to-drink space. 

Strategy, Branding, Packaging, Creative Direction, Website Design, Launch Campaign

Drav Beer logo word mark design by Wedge.
Drav Beer brand design by Wedge.
Drav Beer IPA can design by Wedge.
Drav Beer advertisement photoshoot directed by Wedge.
Drav Beer poster design by Wedge.
Drav Beer ISA can design by Wedge.
Drav Beer advertisement photoshoot directed by Wedge.
Drav Beer merch design by Wedge.
Drav Beer website design by Wedge.
Drav Beer whole packaging family design by Wedge.

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