Joe IPA

IT'S A LIFESTYLE.

SCOPE OF WORK

We freaking love working with 10 Barrel. It was an honor to get to do the marketing and creative for another delicious beer in their lineup, this time the most widely-distributed IPA in their lineup.

JOE IPA, to be exact. And with a classic name like JOE combined with a complex combination of flavors and hops, we knew we had to show to complexity of mountain dwellers; we are a people of simple thrills and deep thoughts. We went with "It's a lifestyle" as the main headline for this campaign to show that as mountain people, we mindfully choose our way of life, from deep pow days to waxing skis to watching sunsets from a truck camper.
It's a good life, and a good life deserves great beer.