Fictional student case

BREWNCH

GALATEA

Problem: In today’s generic beer world, the main associations of drinking beer are in the pub, at football games, and at the bar.

Insight: An unspoken Swedish tradition is to drink beer at the airport before the flight takes off- no matter how early it is in the morning. This led me to think about brunches; an unexplored arena for beer brands. With brunch, you have mimosas, bloody marys, and bellinis. All of that, but no beer?

Solution: Therefore I created Brewnch, a brunch beer in a new package. With its Tetra Pak packaging, it fits in perfectly at the brunch table and is at the same time easy to bring to picnics. With a new design and concept, it puts beer in a new context and therefore challenges the associations with beer today.