The glass is half full at Paradox
This past year, Paradox Brewery celebrated its 10th anniversary with a new look to welcome the next chapter. The goal is to part with the ADK aesthetic and introduce a more universal look for national distribution and beyond.
Since launching the new logo and design elements, the "crowntain," a modern nod to the mountains and the history of the place, has become a sign of the quality ingredients and incredible beer Paradox is known for, with the "impossible shape" referencing namesake Paradox Lake and its endless back-and-forth flow with the nearby Schroon River.
To coincide with the brand launch, new core can designs and recreated specialty brew labels naturally followed, in addition to updated content—photo, video, and social. New brand + updated vibe = new material to create a broader appeal.
To reach a younger, family-friendly audience for both the taproom and the beer distribution audience, we focused on elevating the beers, giving them each their moment in the sun with photography sessions to highlight both the new label and the beer inside. Same beer customers love, new look.
To accompany, our team traveled to the taproom in North Hudson in summer, fall (and soon to be winter) to capture seasonal lifestyle photos, behind-the-scenes brewery content, tap pours, and more to create a library for the brewery to use throughout the year, encouraging social engagement, raising awareness, and creating a buzz (couldn’t help it).
Make it stand out
Creating a posting cadence and schedule for the brewery’s Instagram grid (@paradoxbrewery) allowed us to organize content and present a more polished look to the casual IG viewer.
Do I want to visit this place? Upon an IG search, the place presents itself well—a ✅ of approval for the millennial and Gen Zers out there seeking an IG-worthy place to spend an afternoon or a family-friendly locale to bring the kids (see baby).
And while the snow we’re all hoping hasn’t quite arrived yet, we created a BrewSki digital campaign to put Paradox on the map specifically for Whiteface skiers looking for a place to après off the hill. Geofencing the area around the mountain creates another element of reach and engagement, plus, who can resist a free beer post-ski? The campaign will run throughout the winter season, with people showing their passes to get the deal so that we can capture the overall success of the campaign when all is said and done for winter ‘23-24.
There’s much more on the horizon for this burgeoning business—with a calendar full of beer releases, upcoming partnerships and events, opportunities for growth, and a fearless attitude for bringing the brand to the people in a refreshing, bold way. We can’t wait to see what’s next—we’ll be there with a camera and a crispy boï.
