Ranier Beer is a good exemplar for “classic” brands searching for a way to resonate with consumers who are flooded with faux authenticity.
They recently redesigned the brand with the help of the amazing crew at Parliament in Portland.
Here’s what I love:
- Retro, but not kitschy – They’re reverent about their past and give a nod to their previous brand expression, but its a little cleaner.
- Tone – They’ve adopted a closer-in, more friendly and welcoming tone, but they’re not trying too hard to be clever or cool or be your best friend. You know there are real humans behind the scenes, but they aren’t being annoying about it.
- Authentic, but Authentically Authentic – No fake backstory, here. But, they’re also not working overtime to tell you how much cooler they are (or were in the ’50s) than your new favorite hipster beer.
- Community – They are – quite literally – working off the PBR playbook and are actively engaged in supporting the local (Pacific Northwest) sports, culture and environmental organizations.
- Imagery – If you want to connect yourself to the beauty of nature, you better have really beautiful shots of nature. They did that. It’s almost as though this is a nature brand that also sells beer.
- Timely / Relevant – They’re doing smart, mostly useful things like providing Zoom backgrounds, but keeping the branding relatively light.