Glow Fermentation is a concept inspired by the Pink Boots Society, a non-profit that supports female and non-binary brewers and industry professionals. GF provides a light and fruity beer selection perfect for beach days. The brand features custom illustrated can design and other brand elements, paired with a classic logo and merchandise design.

SCOPE: Brand Identity, Custom Illustration, Product Packaging, Merchandise Design

Strategy

SUBSTANCE: Glow Fermentation’s mission is to provide delicious, well made beer for everyone, as well as a space for female and non-binary brewers to excel in their craft without barriers, and give back 1% back to ocean conservation with every sale.

AUDIENCE: Glow Fermentation targets open-minded individuals looking for a high-quality but laid back experience with easy-drinking options. An unofficial tagline is “Beer for people who hate beer”. Their focus is mainly young women, age 21-35, who value an active and balanced lifestyle. They want an alternative to cocktails that are a lighter ABV, are easy to enjoy by a large crowd, and set the perfect mood for days spent on the water.

POSITIONING: Glow Fermentation appeals to a beer industry niche – people who don’t normally drink beer. With lower ABV and moderation becoming more common among younger crowds, GF offers an option where light drinkers can feel comfortable enjoying multiple beverages.

PERSONALITY: Focused on younger drinkers with only fun in mind – Glow Fermentation’s personality is laid-back, summery, and high-quality.