Founded in 1980, Sierra Nevada is a pioneer of craft brewing and sets the standard for quality. With the opening of their east coast facility and thousands of competing microbreweries, Sierra asked DK to bring clarity, relevance, and emotion to their voice. We invigorated their brand and developed creative solutions that are authentic, ambitious, and effective.
After 30 years, Sierra Nevada continues to be one of the world’s most popular craft beers. While brand awareness is at an all-time high, brand affinity faces extreme competition from a growing number of competitors. DK’s challenge is to build authentic connections with extremely fickle craft drinkers while maintaining existing relationships with loyal customers.
After spending hundreds of hours with Sierra Nevada and their customers, we discovered a rich-yet-untold story. Although Sierra is known as an early pioneer of craft brewing, their intrepid spirit has been overshadowed by their reputation for quality. DK saw an opportunity to build relevance by accentuating the combustive power of pioneering that’s always been in their nature. As it turns out, craft drinkers trust Sierra because of their perfectionist reputation. Their commitment to quality is an incredibly rare license to explore. DK’s solution is to dial up the daring in their voice.
Based on Sierra Nevada’s more intrepid voice, DK developed a brand story that lyrically illustrates their position, their values, their history, and their future. From this strategic compass, we produced an ecosystem of expressions through an ambitious website redesign, in-store marketing programs, and an emotionally-resonant anthem film. We shifted their voice from one you respect to one you revere, a brand that’s not just a mountain. It’s a mountain with weather.