Assigned creative director of branding team for Fiddlehead Brewery located in Shelburne, Vermont. Tasked with creating logo, tagline, and tap handle. Conducted competitive analysis of beers in the region. Responsible for assembling a social media campaign aimed to bring more customers to businesses supplying Fiddlehead products. Due to strong presentation skills, I was tasked with designing, creating, and implementing an all-inclusive PowerPoint presentation, encompassing all aspects of our new brand. Led presentation to the class earning an A, as well as a first place rank.

1. Fiddlehead Brewery
Presents
Approach
Lochlan Dougherty, Sierra Calabresi,
Colby Sears

2. summary
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4 P’s
Customer Face
Logo & Tagline
Keg Tap & Coaster
New Merchandise
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Competitive Analysis
Event
Press Release
Splash Page
Social Media Plan

3. The 4 P’s
Price
Product
The Approach is a one of a
kind brew in the porter style.
Artfully crafted by Matty-O
himself. Brewed with local
hops, and local feel, it
embodies a hardy smoky taste
with faint hints of caramel
reminiscent of Fiddleheads
own Brown Porter.
Promotion
This winters seasonal draft
will promoted through
Fiddleheads big skivent, as
well as a brand new social
media campaign, and
support from local sources.
Remember, we rely on you!
So tell your friends about
Fiddlehead and come pay us
a visit.
Due to its exclusive
seasonal availability
Pints will be offered
at $6.50, while
Growlers and
Growlettes can be
refilled for $11.
Place
The Approach is available
exclusively at the
Fiddlehead Brewery in
Shelburne, VT. Come on
down fill a growler, and
meet the people behind
the brew. While you're
out give our locally
famous IPA a try at one of
over 100 locations.

4. Who’s Drinking Us?

5. “Take the Right Approach”

6. Behind the Bar

7. What’s Under the Cup

8. Merch for Purch
Expanding Fiddlehead’s Merchandise.
Introducing the new Ice Scraper, and Neck Gaiter.

9. The Playing Field
Switchback
Ale
Performance:
Switchback offers an
award winning craft
brew with a sensuous
hint of fruit aromas
and mild hops. Can be
found anywhere from
your local pizzeria to
an upscale bar.
Servaceability:
Available at local
bars, and now in 22oz
bottles readily
available in liquor
stores and gas
stations throughout
Vermont.
Features: Dark amber
in color boasting a rich
malt flavor with a bite
of hops at the end.
Switchback offers a
mild beer that can be
sessioned by the
everyday drinker. ABV
5%
Durability:
Switchback can be
found at many local
bars for around 4-5
dollars a pint. The
bottled brew is
offered at around 12
dollars.
Conformance Quality &
Reliability: Switchback
offers a consistent high
quality product. Recently
breaking into the bottling
of their brew, with
equally consistent results.
Style and Design:
Switchback is well
known for their blue and
green color scheme. As
well as their easily
distinguishable tap
handle. Bottled in 22oz
quantities only.

10. The Playing Field
Features:
Performance:
Hill Farmstead offers
local craft beer
enthusiasts a tasteful
and unique experience.
Their exclusivity within
Vermont has made them
a popular commodity
among local drinkers.
Hill Farmstead presents its
fans with a fresh variety of
brews, including a few
seasonals. They are known
for their local feel and
unique take on their
specialty brews. This is a
beer that will and has
proven to attract
"crafties".
Conformance Quality
& Reliability: Hill
Farmstead has staked its
reputation on its quality
and consistency.
Because of its small size
i is important that they
produce a consistently
quality product which
they have become well
known for.
Durability:
Serviceability:
This is a true Vermont Beer.
Their brew can be found on
tap at a number of Vermont
bars across the state. They
are only available on tap
unless directly from the
brewery. They ship to NY,
Boston, and Philadelphia
twice a year.
Being a smaller
brewery in Vermont,
their products are
offered at a premium.
Tap prices typically
range from 6-9 dollars.
Style & Design:
A unique bottle shape
and a creative use of
negative space in the
logo help Hill
Farmstead portray an
appealing image.

11. The Big Skivent!
January
2013
Nam id velit non risus consequat iaculis.
Take the Right Approach with Fiddlehead Brewery
Carve into the 2013 winter season with Fiddlehead Brewery. The Vermont-based
company will be hosting a series of events during the month of December to
introduce their new winter porter, Approach. Fiddlehead extends the invitation to the
public to participate in a month long ski and ride event at Vermont’s most exquisite
peaks and terrain. The events will feature trips to Sugarbush, Mad River, Jay Peak and
Stowe Mountain Resort. After a day on the slopes Fiddlehead invites attendees back
to the barn for local food tastings, beverage pairings and an exclusive preview of
“Flow State,” the new ski film by Warren Miller Entertainment.
Sunday
Monday
Tuesday
Wednesday
1
Thursday
2
Friday
3
Saturday
4
5
Sugarbush
Bus Departure
8:00AM
Fiddlehead Barn
Festivities 5:00PM
6
7
8
9
10
11
12
Mad River
Bus Departure
8:00AM
Fiddlehead Barn
Festivities 5:00PM
13
14
15
16
17
18
19
Jay Peak
Bus Departure
8:00AM
Fiddlehead Barn
Festivities 5:00PM
20
21
22
23
24
25
26
Stowe Mountain
Resort
Bus Departure
8:00AM
Fiddlehead Barn
Festivities 5:00PM
27
28
29
30
31

12. Hot Off the Press
FOR IMMEDIATE RELEASE
December 7, 2012
TAKE THE RIGHT APPROACH THIS WINTER SEASON WITH FIDDLEHEAD BREWERY
Shelburne, VT (January 5, 2013) – Carve into the 2013 winter season with Fiddlehead Brewery. The Vermont-based company will be hosting a series of
events during the month of December to introduce their new winter porter, Approach. Fiddlehead extends the invitation to the public to participate in a
month long ski and ride event at Vermont’s most exquisite peaks and terrain. The events will feature trips to Sugarbush, Mad River, Jay Peak and Stowe
Mountain Resort. After a day on the slopes Fiddlehead invites attendees back to the barn for local food tastings, beverage pairings and an exclusive preview
of “Flow State,” the new ski film by Warren Miller Entertainment.
In anticipation of the 2013-winter season Fiddlehead’s event coordinators invite guests to the Fiddlehead Barn at 8:00AM on four consecutive Saturday’s in
the month of January (dates include: January 5, 12, 19 and 26). For a small fee $15 guests of the events can take a shuttle from the barn to one of the
weekly sponsored mountains. After an exhilarating day on the hill, guests will celebrate winter brew and extreme mountains sports with Warren Miller
Entertainment, while enjoying delicious local food from Folino’s Pizzeria and more Vermont favorites! “There will be something for everyone at the launch
event! From local treats to thaw an early-start to cabin fever, as well as many outdoor features for the winter enthusiast. This is an event you will not want
to miss!” states Sierra Calabresi, one of Fiddlehead’s newest brand representatives.
Take the right approach this winter season, and join in on the festivities starting January 5th at 8:00AM-7:00PM. For samples of the debut of Fiddlehead’s
newest porter, and ascend into the craft brew phenomenon that is Fiddlehead Brewery.
Discover more at…
Facebook: http://www.facebook.com/FiddleheadBrew
Twitter: @Fiddleheadbrew

13. Making a Splash

14. The Social Brand
#Quizzlehead
December 31, 2012
January 1-2, 2012
January , 2012
December 8, 2012
#QUIZZLEHEAD
Competition kicks off.
3 easier questions are
asked (Who's the brew
master at Fiddlehead
Brewery?, etc...) First
days prize, a free
growler of Fiddlehead's
feature winter brew
"Approach".
#QUIZZLEHEAD
Competition
continues with
increasingly difficult
questions, including
some new prizes
such as neck gaiters,
ice scrapers and
some Phineas Gage
cd's..
#QUIZZLEHEAD
Competition reaches
the final two days
before the skivent
kicks off. These days
are all about the man
behind the brew.
Questions will be made
by Matt and his three
favorite answers will
win. Grand prize
winners get to spend
the day brewing with
the master.
#QUIZZLEHEAD
Competition has reached its
end, and the first of the 4
day skivent has finally
arrived. Come join us as we
celebrate the release of the
winter brew Approach with
a day on the slopes.
Afterwards swing by the
brewery with family and
friends to sample the
Fiddlehead pallet, and why
not grab a slice while your at
it. For all you ski bums in the
area we will be premeiring
Flow State to wrap up an
exciting few days with the
Fiddlehead family.

15. Summit up
Have a safe and fun holiday season from all of us at the Fiddlehead Family