New Belgium Brewing
My Role:
Brand Voice & Tone | Social Strategy | Copywriting
For the past four years, I’ve been working with New Belgium on various strategy and copywriting projects, including: product descriptions, social captions, e-comm copy, and website copy.
Whoever said the Hemperor has no clothes clearly hasn’t checked out our new merch line. Link in bio.
Brand Voice & Tone
To establish New Belgium’s brand voice and tone, I started by doing market research into the kind of copy other breweries were using in their social posts and marketing materials. Then, I developed a tone that would differentiate New Belgium from these breweries, while still feeling consistent with New Belgium’s values and goals.
With the tone set, I crafted a brief that contained: sample posts, strategy for feed curation, and a guide for how to leverage the tone across social channels.
While I can’t say too much more about how the proverbial “brand sausage” was made, you can see it come to life in the copy below!
Torched Earth Ale
I developed the script for this short informational video about Torched Earth Ale, the beer of a climate-ravaged future.
Animation: Will Johnston
Creative Direction: Josh Wills
Product Descriptions
Voodoo Ranger FunkoPop
Think of all the fun places you could put your Voodoo Ranger FunkoPop. In your bedroom, so he can watch you sleep, or just outside of your bedroom, so that he can’t watch you sleep! The possibilities are truly endless.
Voodoo Ranger Sunglasses
Seeing the world through rose colored glasses is out. Seeing the world through IPA colored glasses is in.
Tour De Fat Hat
Pedal hard and party hard in this Tour de Fat bike hat. This five-panel cap is breathable, lightweight and perfect for riding your bike in the mountains…or popping wheelies in a parking lot.
Tour De Fat Beanie
Looking for a winter cap that doubles as a party hat? Look no further than this cozy, knit Tour de Fat beanie.
Social Copy
SPOTTED! A 30th Anniversary Bicycle in the wild! These bi-pedal machines are rare creatures indeed, as they’re usually only available to New Belgium employees. However, upon further inspection, it appears as though this superb specimen crafted by @brooklynbikeco and designed by @joshua_ariza is available to the general public through a “giveaway.” Such a fascinating custom.
Enter to win using the link in our bio.
Your mom gave you LIFE. The least you can do is get her a box of these truffles for Mother’s Day.
On second thought, maybe get two boxes…and a 6-pack while you’re at it? Oh and if you could do the dishes? Maybe mow the lawn? Yeah, that would be great too.
Available only from @enstromcandies, link in bio to purchase!
What do this dog and Voodoo Ranger have in common? The answer: I don’t know! I’m literally too overwhelmed by the cuteness of the photo to think straight! @peaks_pints_pushups lmk if you have the answer (& also your dog is perfect k thanks).
Who left this sour ale unattended in a gorgeous mountain landscape? Here at New Belgium, we strongly believe that no beer should be left alone for any period of time. So we’re gonna need the name of whoever did this—and also an invitation to join you ASAP. (wink wink, nudge nudge @paula_marie505).
See the post in New Belgium’s feed here.
Dominga Mimosa Sour is here for your easy Sunday enjoyment, from sun up to sun down. The idea for this light, citrusy beer originated where all great ideas do—at brunch.
Our wood cellar blender, Lauren Limbach, was drinking mimosas when she received a call from Foeder Crafters of America. They knew how much she had fallen in love with one of their tiny egg-shaped foeders, and they wanted to gift it to her.
The first brew out of that foeder was Dominga, a mimosa-inspired beer and our fastest-selling sour of all time. It features the citrusy-sweet fruit of Calamansi in a light, wheat beer blended with our wood-aged golden sour. Stock up for your own lazy Sunday. Link in bio to find it nearby.
Play the hits—and drink ‘em too! Dominga was brewed especially for your Sunday dance parties at home. Link in bio to stock up and boogie down.
Website Copyediting
As the lead copyeditor on New Belgium’s website, I worked to ensure that all of the copy aligned with New Belgium’s tone and voice. I also edited for grammar, syntax and clarity.
Explore some of the pages below, or check out the whole site.