"The truth is that artisanality has almost nothing to do with quality and everything to do with delivery. It’s the transaction that matters… true artisanal goods are the one thing that can’t be mass-produced: they are in short supply and they come with a story behind them."
Brian and Steve wanted our help building a new brand that would speak to not just those who love custom vintage Japanese motorcycles, but also those who love everything those bikes stand for—freedom and individuality, yes, but also community and an ongoing conversation about what matters. MY ROLE: Strategy, naming. AGENCY: tbd branding.
Building on sister brand Red Vines' reputation as the cinema-goer's treat, we positioned Natural Vines as the outdoor movie-goer's treat. Audiences up and down the west coast screened our short film, and received this activity booklet with their free product samples. MY ROLE: Concepting, copywriting, creative direction. ART DIRECTOR: Ben Kinzer. CHIEF CREATIVE DIRECTOR: Paul Evers. BOOKLET ILLUSTRATOR: Katie Daisy.
This short film preceded the feature film and accompanied free product samples and our activity booklet, Take Summer Outside. MY ROLE: Concepting, creative direction. CHIEF CREATIVE DIRECTOR: Paul Evers. ART DIRECTOR: Ben Kinzer. FILM WRITER, DIRECTOR, EDITOR: Wes Coughlin. CLUE WRITER: Mary Evers.
Decaf is a buzz kill—and if you start to extol the virtues of your decaffeination process, people get even sleepier. So we had to craft a message that went beyond the functional benefits of coffee, and into the emotional ones. MY ROLE: Concepting, copywriting. ART DIRECTOR & ILLUSTRATOR: Matt Ebbing. CREATIVE DIRECTOR: Paul Evers.
When the team at tbd branding wasn't building other people's brands, we were building our own: Crux Fermentation Project. From naming of the brewery and beers, to interior architecture and design, to ads and social media, we were honored to help build the brand that arguably introduced Bend to Belgians. MY ROLE: Naming and writing for collateral, packaging, web site, ads. ART DIRECTORS: Ben Kinzer, Bobby Evers. CREATIVE DIRECTOR: Paul Evers.
A local family wanted to take their homemade healthy kids' snack bars and go big with them, so they came to us for business and brand strategy, then package and web design and writing. We helped them define their driving purpose, which is that we all have the power to choose to see the good—in kids and everywhere. MY ROLE: Brand strategy, copywriting. ART DIRECTOR: Ben Kinzer. CREATIVE DIRECTOR: Paul Evers. ILLUSTRATOR: Kim Sielbeck. LABEL COPY: Every kid is a good kid. It's how we're all born and it's what we all deserve. That's why we created this bar for our own kids because we saw a need for a snack that was more than just something to fill bellies, but also, something to fill up the imagination. Made with only good stuff that helps bodies and minds thrive.
Kombucha Mama was a beloved local brand, started in Michelle's kitchen, bottled in surplus beer bottles, and delivered in Jamie's Prius. They had big plans to grow and needed a brand that appealed to more than just health nuts, and spoke more to their purpose than their product. Humm is now offered up and down the west coast—and is even the official kombucha of the Seattle Seahawks. Yes. An NFL team has an official kombucha. MY ROLE: Naming and writing for collateral, packaging, web site, ads. ART DIRECTOR: Matt Ebbing. CREATIVE DIRECTOR: Paul Evers.
There's lots of good stuff currently in the works for other beer, cider, and lifestyle brands.