Sparking discussions about the college drinking culture, ànd brewing craft beer
Design thinking
Talking to fellow students made me understand that alcohol itself is not the critical issue. Rather, it is the students’ association with alcohol that causes trouble. How to change these associations? By creating new associations. That was the start of MiddClinks, a beer brand primed to shift students’ alcohol associations into socializing and enjoying local and organic flavors. We learned the art of organic beer brewing and developed a brand concept that featured unique flavors and intended to promote social drinking culture.
Brand development
Based on customer research, we found that our Peach, Scottish Ale, and Honey beer were the most popular. I designed and printed the labels, and placed them on 4000+ bottles.
Launching a beer brewing startup in itself will not generate a shift in drinking culture. Additional facilitating discussions about drinking habits are essential to get students actively engaged. I developed workshops that combined beer brewing classes and drinking culture discussions. The posters I designed for these workshops were published on campus and in newsletters. In the video below, there are some shots of the workshops we hosted.
