Kona Brewing Co. 25th Anniversary Sweepstakes
In celebration of Kona Brewing Co.’s 25th anniversary and the grand opening of their new brewery in Hawaii, I was tasked with the exciting challenge of leading the design for a special on-package sweepstakes. This project involved a creative takeover of Kona Brewing Co.’s classic beer packaging, integrating a commemorative 25th anniversary seal and sweepstakes details into the design.
Project Objective
The primary goals of this project were to celebrate Kona Brewing Co.'s significant milestone, drive consumer engagement through a nationwide sweepstakes, and maintain the brand’s iconic imagery in the market while introducing new elements to commemorate the anniversary.
Creative Process
The process began with developing initial sketches to explore various design arrangements that could seamlessly integrate the necessary sweepstakes information without overshadowing the brand’s well-loved visual identity. Multiple design iterations were presented to the brand team, ensuring alignment with their vision and requirements. After careful consideration and feedback, a final design was selected that honored the brand's heritage while also sparking excitement for the anniversary celebrations.
Design Execution
I also developed an engaging point-of-purchase (POP) display to enhance in-store visibility and further promote the sweepstakes. The design featured vibrant visuals and thematic elements that resonated with both long-time fans and new customers, inviting them to participate in the sweepstakes with the enticing prize of a trip to Hawaii to visit the new brewery. Additionally, the 25th anniversary seal that I designed was incorporated across the brand, appearing on various promotional materials and other branded assets. This cohesive use of the anniversary seal helped unify the campaign's visual identity and reinforced the celebratory nature of the milestone across all consumer touchpoints.
Results
The anniversary packaging and sweepstakes captivated both the client and consumers, successfully rolling out nationwide and attracting thousands of entries. The overwhelming response and visible enthusiasm underscored the campaign’s effectiveness in generating consumer engagement and amplifying brand excitement. The client expressed great satisfaction with the final product, which not only commemorated the brand’s significant milestone but also enriched the experience for participants, creating lasting memories for the sweepstakes winners.
