After 27 years, it was time to dig into the first packaging redesign in Brooklyn Brewery history. Working with the great Milton Glaser, we updated Brooklyn sixpacks and cases to retake the brand's rightful place as a stand-out on the shelf.
We recruited Timberland to invest in the power of The Mash, giving the iconic clothing brand a platform to tell their story, Made for the Modern Trail. On behalf of Timberland, Brooklyn designed a pop-up bar called the Trailhead and published a print and web Guide To Good Beer, powered by Timberland. Mash ticket holders followed the guide on a beer fueled Total Immersion of an emerging neighborhood that ended in a free concert.
In 2013, I created a multi-disciplinary cultural festival called The Mash. The aim was to match the energy and ideas from our creative community in Williamsburg to those of other major markets for Brooklyn Brewery. Over the last 5 years, The Mash has drawn thousands of beer fans and culture seekers to celebrate food, music, art, literature, comedy and beer from their community and Brooklyn's.