Client & Sector

Bear ’n Beaver

CPG—RTD Beverages

Project Objective

Get to know Bear ’n Beaver’s biggest fans and reward them with a beautiful, visually rich brand designed to celebrate their vibrant energy.

Deliverables

Brand Strategy

Brand Identity Design

Packaging Design

Marketing Collateral

Promotional Materials

Year

2022

Bear ’n Beaver Brand Refresh—Deliciously Distinctive Craft Soda

Bear ’n Beaver is a premium craft soda line made from natural cane sugar and Canada’s finest ingredients. It packs the spirit of the Great White North and the flavor of the Deep South. Tart but never bitter, strong and free. It has deep roots with old-world heritage and sharp wit with new-world novelty.

Let’s face it, Bear ’n Beaver has a lot going on! So much that it’s too quirky to be for everyone. While that may seem like a weakness at first glance, a deeper look reveals that being radically different is Bear ‘n Beaver’s deliciously distinctive strength.

If you want a brand to grow from the ground up with grassroots support, it can’t be for everyone. You must stand for something and someone.

For Bear ’n Beaver, that someone is Olive, a 24-year-old social media manager from Austin, Texas. Leading customer-first brand strategy sessions, Groundwork’s chief strategist and creative director, Nate Ripley, helped introduce the team at Bear ’n Beaver to Olive, their biggest fan.

Olive’s life is about finding herself, living free, and enjoying the journey. She’s delighted when she discovers objects, experiences, or products that she vibes with. Groundwork designed Bear ’n Beaver for Olive and her friends.

Olive’s aesthetic is indie, retro, colorful, and carefree. The refreshed and improved Bear ’n Beaver brand takes its cues from her preferences. While still recognizable to existing customers, the new look is more distinct and stylized. It stands for Olive. It’s positioned to grow from the ground up.

Familiar, yet fantastic. Retro, but fresh. Groundwork designed Bear ’n Beaver to be Olive’s favorite soda, and we didn’t stop with just the packaging.

Everything about the new and improved Bear ’n Beaver soda lineup is focused on Olive and designed to be radically different; radically for her. Groundwork even created unique flavors, ingredients, and descriptions Bear ’n Beaver’s best customers would be thrilled to discover.

Bringing alignment to such a wide array of elements takes a broad range of capability and creative vision. But when you design every aspect of a product to spark delight, that product is spring-loaded to grow from the ground up.