objective
The goal is to craft a bold, motion-driven brand identity for Ratio Beerworks that reflects its punk roots and rebellious spirit. This identity should cut through the visual sameness of the craft beer market, attracting new audiences while deepening loyalty among existing fans. By leaning into riotous color and unapologetic attitude, the work builds recognition and drives higher engagement across digital platforms.
approach
We approached this project by grounding the visuals in punk’s raw, expressive energy and extending it through motion-first design. Content was organized into thematic “buckets” (e.g., Muse & Brews, The Scene, Brew-University, The Happening) to balance consistency with variety. By optimizing for platforms like Instagram Reels and TikTok, and iterating based on engagement feedback, we created a flexible yet cohesive system that keeps Ratio’s identity loud, authentic, and unmistakable.
project
Ratio Beerworks
year
Fall 2023
category
Social Media /
Content Design
collaboration
Jack Kloft
copywriting
Ross Brewer
Moodboard
Platforms Prioritize Motion
What’s the big reel?
To compete with TikTok, Instagram created Reels, which the brand now heavily prioritizes, pushing the app toward a motion-first platform.
Reels tend to drive more engagement, generating interactions that Instagram views as meaningful and sees as an opportunity to keep people on the platform.
In addition, Instagram pushes reels heavily based on user profiles. This means that people who interact with or follow beer-related accounts are more likely to come across beer-related reels. By creating beer-related reels over photo-only content, we have a better chance to show up in the feeds of users we know will be interested.
THE PROBLEM
At a time when platforms are suppressing photos and breweries are producing the same work, standing out in the beer market is harder than ever.
THE ADVANTAGE
With roots in the punk scene and a connection to music, we can use motion content to leverage Ratio’s existing vibe.
THE INSIGHT
With everyone selling a similar product, standing out will come from building a distinct visual identity through motion content.
THE SOLUTION
Let’s take the emotional and historical elements that Ratio is founded on and turn them
in an identifiable style while exploiting prioritized mediums.
Proud to Be Punk
At Ratio, we’re proud of our punk origins. To us, it signifies non-conformity, a rejection of the typical ways of doing this, and a desire to be rowdy at any age.
We didn’t arrive here because of angst. We got here by being individuals, people who were confident enough to do things the way we like to do things even if it made us a little odd to everyone else.
That attitude – of doing things our way – is in our DNA. It goes into our ingredient selection, our brewing process, and even the way we drink the damn things.
So, our brewery is a little louder. Our beers are a little bolder. And we’re a little more rambunctious. But it’s what makes us stand out and we like it that way.
The Approach
Come to Life
We identified a series of messages we felt the brand should talk about to achieve a distinct presence and reach back to business objectives.
As long as the communication goals remain the same, the buckets will as well. That said, we can and should be testing to see what is resonating with consumers. If some buckets are underperforming, we can explore how to communicate that message differently or we can change the bucket entirely.
Lastly, buckets should remain the same, but in order not to bore customers, we should be changing how they come to life. We’re calling the way they come to life “series.” If we run out of ways to show a series, we can switch how it comes to life while keeping the focus of the content the same.
Content Buckets
Based on the audience and a desire to highlight the things that separate Ratio from the competitors, we’ve created the following content buckets.
MUSE & BREWS
Music is our inspiration, influencing the process. This category will demonstrate the influence of music on brewing
THE SCENE
This category will connect band practices, shows, and the roadie lifestyle with Ratio’s beer.
BREW-NIVERSITY
We’ll use this content bucket to educate our fans about the nuances and subtleties between our beers.
THE HAPPENING
Ratio likes to host. We like to post. We’ll create an evolved version of your event posters tailored to social media.
Content Series: Muse & Brews
This content series will focus on the core beers and the songs they are named after.
We’ll select an individual beer to highlight, take elements of the packaging, and beer info against a complementary-colored background. Spinning record and scratched film animation will give this eye-catching motion.
As a reel, we’ll have the opportunity to layer in the actual track that inspired the beer.
Our captions can provide copy that brings the beer and and music together.
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Sample Caption: If you want blood, we’ve got it. Now spinning a thirst quenching blood orange IPA fit for only the punk rock IPA drinkers.
Sample Caption: Flow into the haze of King of the Carrot Flowers rule. With our carrot and elderflower French saison taking you on a eccentric adventure of a lifetime.
Sample Caption: This heart tattoo comes pain free. With our flavored packed black berry belgian wit one can’t imagine their lives without it.
Content Series: The Scene
This content series will act as a lifestyle vertical that creates a connection to punk music and hanging with friends.
Ideally, we’d capture a lot of this content in a single photoshoot in a garage band practice setting. This shoot would give us a library to full from for a long time.
We can capture a mix of shots here. On the more lifestyle side, we can capture a band in practice with Ratio beers around in the background. We can also get some more up-close, product shots of ratio beers with relevant equipment (amps, stools) in the background to create the setting.
These shots will recreate the intimate and familiar setting of a band practice, creating that connection between Ratio and music, reinforcing the emotional bridge to punk, grunge, and nostalgia.
Sample Caption: Chord progression disagreements settled over stouts
Sample Caption: Practice starts on time when there’s a six pack waiting.
Sample Caption: Post-practice rewards.
Content Series: Brew-University
We’ve highlighted lifestyle and individual products. Now it’s time to get a little more granular with the characteristics of our beer with a little nostalgia as our motif.
We’ll play off a recognizable trope of skating video games where players can look at the stats and powers of their characters.
In our version, we’ll have a beer offset to the right. To the left, we’ll have bars that fill up that represent the characteristics of that beer (e.g., hoppy vs malty, etc.).
To give this content series an extra boost, we’ll have the beer rotate and look for other ways to incorporate motion.
Sample Caption: What’s on Tap? Introducing ‘King of the Carrot Flower” with 5.9% ABV with bright hues of carrot combined with floral notes elderflower.
Sample Caption: What’s on Tap? Now pouring “Sparks Fly” an American IPA with a 6.2% ABV. Noted for its experimental nature of hoppy citra and delicious velvety finish.
Sample Caption: What’s on Tap? “Cityscapes” is a mexican lager with a 4.8% ABV delivering a refreshing crisp flavor with hoppy finish.
Content Series: The Happening
The current use of collage punk posters to promote upcoming events is great. We suggest animating these posts and running them as reels.
We’ll keep the cool aesthetic, but adding motion will make it more eye-catching and more likely to be prioritized by Instagram.
Sample Caption: Come as you are to the Signals X Ratio show this Saturday at Skylark Lounge. With a chance to win tickets and merch, don’t let this good time pass you by.
Sample Caption: Are you gonna come our way this Wednesday? Join Ratio in our free Wednesday comedy shows at our RiNo location at 8 PM. Don’t miss your encore of the week.
Sample Caption: There’s gonna be a little showdown. Calling all punk rock lovers to join us for Trivia Night at Ratio Overland where we quiz you on all the backstage knowledge on punk rock music.
Plus Up
