A detailed, famous medieval painting depicting the coronation of a king, with many nobles, clergy, and attendants inside a grand church, holding crowns and religious artifacts.
Logo of The Black Abbey Brewing & Company with white text on a black background.

Patron Saints.

National Addys: 1 Silver

Craft beer is a crowded category, and most brands look exactly alike. Black Abbey needed to give new drinkers a reason to join their particular congregation — and existing fans a reason to evangelize.

The platform we built: the Patron Saints of Black Abbey — a cast of brew-loving, pub-hopping characters who embodied the spirit of a great night out. I led the brand's creative refresh: redesigning their website, developing the visual identity system, directing and shooting the photography, and designing the social content.

Social/Web Design/Photography

The webpage for Black Abbey Brewing & Company, featuring a heritage-style painting of medieval royalty and attendants at the top, with a dark background section below listing upcoming events on September 21, September 20, and September 28, 2021.

To do this, we did a complete website redesign for Black Abbey, took over the brand’s social content creation, and then we created a campaign that was not only born out of defiance but could turn even the most indecisive beer drinker into a follower. The campaign lived across social, web, and PR and gave the brand a personality as distinctive as the beer itself.

A black and white church announcement board with intricate wood carvings, reading 'BAPTIZING NEW BELIEVERS 12 OUNCES AT A TIME Created. Not Made.' against a dark, patterned background.
A decorative paper flyer advertising syrup, specifically for an event with whiskey and barrels, held at the Black Abbey Fellowship Hall. A glass of dark beer is partially visible at the top right corner of the image.
Online shop webpage displaying a black billboard T-shirt with the logo of The Black Abbey Brewing Company, priced at $28.00, with options to select size and color, and an 'Add to Cart' button.
Close-up of a can of Irish Goodbye Red Ale, brewed by The Black Abbey Brewing Company, with a label featuring a design and text about Irish whiskey aging.
A business card for Property of Black Abbey Brewing Company with the address 2952 Sidco Drive, Nashville, TN 37204, surrounded by various beer labels and stickers.
Three illustrated saint cards featuring Saint Gary, Saint Brittany, and Saint Larry, each holding a drink and dressed in medieval or religious attire, with a background of faded text.
Screenshots of three web pages showcasing advertisements for Black Abbey Brewing Company, featuring historical artwork of Saint Britney, a modern parish Saint, with descriptions, rankings, and social media options. 
CCO: Dave Damman   AD/Brand Design: Ryan Bailey   AD (Patron Saints Posters): Jayden Harmse   Copy: Jared Owensby & Derrik Whiten   Studio: Elastic Pictures