Making ‘Love City’ – the first-ever hard seltzer crafted on St. John What does a well-established craft brewery in the Virgin Islands do during a global pandemic? Well, if you’re St. John Brewers, you go ahead and dive into the highly competitive hard seltzer category. And we couldn’t have been more excited to dive in alongside them. With the ‘Love City’ name already chosen, we got right to work on logo design concepts. We knew it would have to POP off the shelf in order to compete with the market leaders. Once we unanimously aligned with our clients on “the one”, we rolled right into package design, tagline and headline writing, campaign strategy, point-of-sale and out-of-home signage, branded merchandise, social content, and PR. As an added surprise, we had the opportunity to create a 15-second TV spot and 4-second micro-ad which would air during the 2021 Super Bowl on the Virgin Islands CBS affiliate. It was an all-hands-on-deck push to the launch and we could not be more in love with the results.
