This example of IPA branding hails from Seattle's Scuttlebutt Brewing Co. In a unique altruistic spin, Scuttlebutt's KEXP Transistor IPA was created as a means to supporting the iconic Seattle radio station's current reconstruction of their station's home. Bottled and branded in honor of KEXP, the Transistor IPA will have 100% of its profits donated to the construction project.
The packaging for the KEXP Transistor IPA was designed by Dave Narcizo, co-founder of Lakuna Design and the drummer for the band Throwing Muses. The partnership with a musician graphic designer was a carefully thought out choice that aimed to further pay homage to KEXP and its legacy.
This unique example of IPA branding is both nostalgic and central to the identity of the city of Seattle.
Key Themes Behind This Trend
- Altruistic Branding
- Branding geared towards philanthropy through charitable causes, rather than just traditional marketing tactics.
- Partnerships with Non-profits
- Collaborations between breweries and non-profits to raise funds and awareness for a cause.
- Musical Design Collaborations
- Collaborations between breweries and musicians for product design and packaging.
Where This Applies
- Craft Beer Industry
- Craft breweries can consider partnering with non-profit organizations to create new product lines that benefit a good cause.
- Music Industry
- Musicians can now add product design and packaging to their list of potential income streams through brewery collaborations.
- Non-profit Industry
- Non-profit organizations can partner with breweries to create new marketing opportunities and fundraising platforms, such as product sales.
