Our Work

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The Challenge

A Denver-based brewery and restaurant chain was riding the craft beer boom into more locations in more markets. They needed a new website, an updated brand identity, and new ad campaigns to communicate an attitude as cool and crafted as their brewed-on-site beer.


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Our Approach

As a pillar brand of powerhouse Craftworks Restaurant & Breweries, Rock Bottom needed to both stand out in the market but still play nicely with other brands in the CWRB portfolio. We wanted Rock Bottom to have the biggest attitude in the segment, and it all started with their biggest competitive advantage: amazing beer brewed on-premise by the best brewmasters in the world.


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Brand Overhaul

With a quarter-century of history behind it, we knew the Rock Bottom logo shouldn’t change much. We selected a cleaner monochrome logo variant that Rock Bottom had designed internally and eliminated the old standard “faux pub” logo. The “Always Brewing” tagline is equal parts statement-of-fact and chip-on-the-shoulder, with just a little bit of a tease to a beer-crazy audience.


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Point-of-Sale

Restaurants live by point-of-sale marketing. We took over design for the steady stream of tabletoppers, on-site banners and seasonal menu inserts to communicate the overhauled Rock Bottom attitude to customers at key moments of their visit.


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Video

“Meet the Brewmaster” was a series of short, high energy documentary shorts. Viewers watched, listened and learned as Rock Bottom Brewmasters from all over the country waxed philosophic on all things craft beer. No scripts, no storyboards, just real people with real passion.

 

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Websites

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RockBottom.com

 

The Rock Bottom website shares a common architecture with other CWRB pillar brands, Old Chicago and Gordon Biersch. Emphasis on organization and clear communication of seasonal specials and limited time offers. Some intense coding in the content management system allows individual locations to set pricing for individual menus. Finally, each menu item accommodates a title, short description and long description, making for some ninja-level SEO. 

 


 

LifeAtRockBottom.com

 

To further support the new website and promote the new brand attitude, the Life at Rock Bottom microsite scraped Instagram for branded hashtags #lifeatrockbottom and #rockbottom to show people at Rock Bottom locations across the country enjoying good time and great beer.


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Results

Rock Bottom continues to expand, operating restaurants in 18 states across the nation. Rock Bottom Brewmasters continue competing and winning awards at craft beer festivals around the world.


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