Our two stars: Luke bryan and Two Lane
When we started working with Constellation Brewing, all they had was a name. Actually, two names. Two Lane (the beer) and Luke Bryan (the country superstar who co-owned it). From that, we needed a brand strategy that would influence more than advertising—it would affect packaging, logo, and product design too.
background
Two lane roads are synonymous with going to our audience’s favorite places: fishing holes, cabins, campsites, and dive bars. Places that make you feel at home. Home is a visceral, defining part of who we all are and where we want to go. And no matter how far we venture into the world, in our heart of hearts, you’ll always know Every Two Lane takes you home.
THE INSIGHT
Our target audience was younger millennials throughout the South who lived in big cities like Nashville, Atlanta, and Charlotte. This audience longs to reconnect with the things, places, and people that keep them rooted, even if they can’t always go there themselves.
our audience
Our goal was to authentically connect with our audience while bringing energy and enthusiasm for Luke and his new beer. The answer? A floating bar, of course.
The Work
2020 & Beyond
The brand launched in March 2020. Yikes...we were left wondering what’s the feeling of home when we’re all stuck inside? With so many local businesses suffering, we decided to do something about it. Introducing Hometown Legends.
