Torque helped identify the beer’s Tribal customer audience: a young, urban crowd seeking excitement in the big city. As an unfiltered beer, we endowed it with a philosophy of living life, unedited. We made 312 a celebration of Chicago.
Torque developed a strategic communication framework that positioned the beer as uniquely crafted and distinct-tasting, appealing to the everyday drinker looking for a little more taste. We redesigned the Goose Island logo mark, then incorporated the new 312 mark. We extended that to a bottle and packaging design system, and featured the distinct ingredients, the story of the brew style, and correct drinking glass for the beer. Our marketing program includes the website, event support, outdoor advertising, radio advertising, on-premise materials, sales support, promotional posters and premiums, event microsites and digital marketing.
The introduction of 312 Urban Wheat Ale has been a dramatic success. 312 is now Goose Island’s best selling beer and is becoming a Chicago icon. Overall sales of beer have increased by 30% every year since its launch.
