Agency Pitch

‘Chinwagger’ was a concept brand for a new, premium lager.

The task was to create a new beer that’s: an easy drinking step-up, something more special, entrenches in contemporary and is scalable.

The result was a brand that reframes modern prestige from how something makes you look to how something makes you feel. A brand that thrives on paradox, breaks with tradition, and aims to inspire with an innate sense of mission. A brand that places belonging over elitism, experimentation over tradition and connection over beauty.

With beer deeply rooted in connection, we wanted to foster the joy of talk, a really good talk.

So we created a bold, playful personality that draws people in to counter the self-importance of old world premium beer brands and makes room for first-person, in-the-moment, human connections.

Unfortunately it didn’t progress beyond research, but I liked it, so I worked it up a little more.