Creative Director: Caroline Bruckner RGD
Lead Designer: Donna Graffi-Smith
Senior Manager Vancouver: Marketplace, Ninu Gill
Marketing Specialist: Cora Lam
This point-of-view document for Deloitte was created to target the British Columbia (B.C.) craft brewery industry. The goal was to reach craft brewers and provide insight into how they might acquire the funding and support they would need for growth and expansion. A visit to a local craft brewery led to a greater understanding of the culture of this type of business. Placing a growler on the cover of the document helped highlight knowledge of the audience’s industry.
The document provided information about comparable craft beer markets - including a breakdown of the percentage of alcohol in craft beer versus other beer; craft beer sales figures; the number of breweries per capita; and the five-year compound annual growth rate for each province and state.
This information was conveyed using an infographic with beer taps that illustrated the statistics. Craft beer styled icons and beer-themed imagery was used throughout the document to maintain a look and feel that would speak specifically to the target audience.