Biscayne Bay Brewing Company

Biscayne Bay Brewing Company is a local brewery with one location in Doral, FL and one opening soon in Downtown, Miami. This project was fun to work on and was a collaborative effort between myself and the Biscayne Bay Brewing team members. The idea here was to create some buzz for their new location without creating an entire campaign or rebranding. I decided it might be best to do something to improve the brewery experience for current fans and Miami locals. Craft beer drinkers are all about the experience and like knowing about their beer. We came up with the "Secret Menu at the Taproom." Similar to pirate treasure, one would need to know the code word in order to try the special release beers specific to the location. Each beer has a unique theme and story to keep the drinkers hooked and providing them with unique knowledge.

Biscayne Bay Brewing Company
Based In
Miami, FL
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The Challenge

I found it difficult to cater to the craft beer audience. Seeing as those we were trying to target, were already fans and knew about the beer, we had to come up with something new and had to make sure no other brewery was dong something like it. We realized that Biscayne Bay Brewing's established brand, lends itself to a more fun approach to communicating with customers. The average craft beer drinker likes being able to talk about their beer, so why not give them something to talk about? I created new beer labels and requested they brew a small batch of a special release beer to help give locals an edge and a reason to visit Biscayne Bay Brewing Co. We provided them with unique stories of pirate tales and legend that can only be access by asking for the secret menu at the taproom.