The Brunch Pack

truly Fall lto | 2024

Launched in fall 2024, the Brunch Pack replaced the Celebrations Pack with redesigned packaging that embraced a more inclusive approach—focusing on drinking occasions rather than specific holidays. It also served as a catalyst for introducing our refreshed design style across packaging and point-of-sale.

creative & design treatment

point-of-sale

To bring this new style to life, I revamped our Point-of-Sale with a fresh layout featuring bold typography and imagery. Collaborating with our in-house digital photography team and a hired food stylist, we crafted high-quality designs that translated the essence of brunch into engaging consumer-facing art.

Cans

The designs for the 12oz cans were inspired by the Celebrations Pack, but to give them a fresh and cohesive look, I reimagined the fruit and design to feel more refreshing and aligned with the brunch aesthetic.

pack

The variety 12-pack design was carefully crafted to capture the essence of brunch and the lighthearted spirit of day drinking, while still calling attention to the cans and their flavors.

Social media buzz

With a holistic media strategy, we aimed to elevate brand awareness, spark cultural buzz, and infuse experiential activations with Truly’s signature twist.

“Brunch is one of everyone’s favorite drinking occasions – it’s a time to get together with friends and have yourself a day”

— Matt Withington, Boston Beer Co.

media & social engagement

As part of our media activation plan, we hosted a Truly ‘Bottomless Brunch’ pop-up in New York, where we…

Sold out tickets 3x within 30 minutes of announcing the event
Engaged an audience of over 6.3 million across TikTok and Instagram.
Recognized in media posts by Betches, Page Six, and the U Up? Podcast
Received over 1.2B impressions from press coverage with 80 placements
Had 26 media and influencer attendees