BridgePort Brewing Company: Ropewalk's Non-Gallows Humor

Integrated marketing communications agency CMD, Portland, Ore. has unveiled the packaging design for BridgePort Brewing Co.'s new 20th anniversary celebratory beer, Ropewalk Amber Ale. Besides the bottle labels, the crown, the six-pack and case box c

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Integrated marketing communications agency CMD, Portland, Ore. has unveiled the packaging design for BridgePort Brewing Co.'s new 20th anniversary celebratory beer, Ropewalk Amber Ale. Besides the bottle labels, the crown, the six-pack and case box containers, CMD is also handling advertising efforts and will be designing point of sale materials. The agency's work is showcased on a 40x30-foot Ropewalk Amber Ale wall mural, now displayed near the Rose Garden in Portland. But what's with the hangman-type name? Well, it's a form of nongallows humor, as far as the company is concerned. According to BridgePort's site, www.bridgeportbrew.com, the name "reveals the brewery's playful side. Ropewalk Amber Ale is a crowd-pleasing brew that promises to reach out to a new demographic of BridgePort drinkers, while complementing the existing family of BridgePort ales. Its vibrant and spirited packaging imparts a lighthearted attitude for the traditional brewing company. The beer's name, which literally means a long narrow building where rope is made, recalls the heritage of BridgePort's building and brewery, which originated as a hemp rope factory more than a century ago. Figuratively, the name honors the adventurous spirit, stamina and daring it takes to succeed in the volatile craft brewing industry." Hence, "a capricious ropewalker is one of the key elements featured on the logo, neck label and crown." Says CMD's Peter Charlton, "With its bright colors and unique design, Ropewalk looks different than anything else in BridgePort's product portfolio. And that's the point. We really wanted something that would stand out." And hemp goes so well with beer, you know?
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About

Credits
Date
Apr 01, 2004
Senior Copywriter:
John Malarkey
Creative Director:
Mike Crossley
Executive Creative Director:
Peter Charlton
Design:
CMD
Client:
BridgePort Brewing Company
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