Home is where the hops are.
Capitalism kills.
The beverage industry is so concentrated, it's hard to keep up with brands' ideals and mission. We know they want our money, but what do they stand for?
To be anti-establishment is to be local.
When thinking of a brand you know on a personal level, most people think of a local small business. But what do you do when you want to keep your mission, while still expanding nationally?
Strategy: The all-knowing local.
Get to know the places you sell, and become a familiar, informative voice.
We see you.
Consumers want a brand that they can trust morally, which takes a certain amount of honesty from a company.
​
Hike was already going above and beyond. They're more than transparent--they're real. We want to make sure that as they expand, they'll keep their voice.
Paragraph taken from Hike's about section.
Breathtaking film photography from the about section.
No one else is vulnerable.
Competitors like Liquid Death (top left) and Drink Weird (bottom left) are off-the-wall and fun, but don't take the time to know you.
​
HOP WTR (top right) and Hop Lark (bottom right) are happy and sentimental, but the joy is so forced it loses its authenticity. It loses its power.
But how do we stay authentic without sacrificing the dream to grow the business?
Solution: Take a Hike.
Specifically, a Hike Map. To be anti-establishment is to be local. Every place you go has a secret history--a secret culture. If Hike wants to grow while keeping its roots, it has to prove that it understands and respects the city.
​
These maps will feature some of Hike's sick art and a QR code that leads the viewer to a map of a local event. And we'll advertise them like a local, too. Fliers on lamp posts, brick walls, the top of the tallest ramp at the skatepark.
For example, take Hike's origin city, Richmond, VA
Meet the Broad Street Bullies. Every week, in response to the city's lack of bike paths, bikers take over the streets and ride a set route. It's incredible, and it's specific to Richmond. Consumers would stumble upon the Hike map and find a personalized map of this hidden gem.
My Role
-
Strategic lead
-
Competitive research and moodboard
-
Strategy + Insights
-
Hike Maps concept
-
Deck organization
Team: Claire Fleming, Rebecca Fuentes, & Bella Lubinskas​