Deschutes Brewery Social Media Playbook

FRESH FAMILY

SOCIAL MEDIA

PLAYBOOK

ABOUT THIS PLAYBOOK This social media playbook was designed with your social media manager and graphics team in mind. This book will help you create social media in the most efficient, consistent, and impactful way possible.

This playbook defines the hop characters in your Fresh Family of IPAs. The book also includes a style guide to inform the creation of static ads, animation, photography and videography. These guidelines will help your social media stay true to your Fresh Family brand.

This document is organic, so we welcome your feedback on how to improve or adjust it.

Love, zo agency

FRESH FAMILY

STYLE GUIDE

STATIC ADS

STATIC ADS

BUILD YOUR

BRAND.

Static ads create a strong visual link to your packaging.

Ads employ the same flat colors, fonts and illustrations.

These ads make each hop character recognizable.

Through consistent color and illustrations, static ads help your audience become familiar with each hop character. Hops are always shown with their beer logo as an identifier.

Static ads emphasize voice and personality.

Copy is the star in your static ads. Copy works hard to express the unique character of each hop. But it needs to be short and sweet.

Lead with illustration on the left. Make sure screw ends bleed off edge and are covered by bubble.

Ensure the word bubble’s pointer is aimed near the top of the hop’s “head.”

Use no more than two font sizes in word bubble. Bubble background uses a variation of background color. Bubble colors must be consistent with POS graphics.

Focus on typography.

Emphasize key words in larger font size and bold. Fonts can be widened if needed to fill the space.

DUDE, I’M

CRUSHING IT. Always use the same color background as the beer’s packaging for consistency.

To create contrast with the white tagline and white text in word bubble, use the beer’s dark logo (with IPA in black).

Use a right-aligned logo so it fits alongside the edge of the can.

Help customer recognize the packaging and understand what’s in the can. Include a small image of the can and beer in a pint glass.

ANIMATION

ANIMATION

BRINGS IT TO

LIFE.

Movement gives hops life and personality.

Each hop is animated with a distinctive kind of movement that expresses its personality. We steer clear of giving hops appendages. Less human, more hop.

Animation hooks the viewer with humour and playfulness.

Animation can deliver humour in ways that copy cannot. Quirky sounds, funny movements and comical interactions are simple to process and spark immediate joy in the viewer.

No voiceovers, please.

Sounds and music bring the vibe.

We never hear the hops’ voices. Their words are only seen, not heard, so we can keep them gender-neutral.

Each hop personality is connected to a certain genre of music. Using music in your animations helps the viewer better understand the character of both the hop and the beer. Music also creates an emotional connection with the viewer.

Animation Frames from Fresh Squeezed “Carpe Hop-em”

VIDEOGRAPHY

VIDEO SHARES THE

REAL FUN.

A giant hop gets fresh with the public.

Using either a hop costume or a blend of animation and video, real people feel the love and have a good time interacting with a Deschutes hop. People love getting their fresh squeeze (especially after hibernating during COVID).

A little bit of inspo (see left) from: www.citywithbite.com

PHOTOGRAPHY

AUTHENTIC

FRESHNESS.

Show all the ways your audience is keeping it fresh.

Capture your target audience (ages 27-30) having the best of times doing crazy, fresh stunts. Bonus points if they’re also enjoying one of your fresh beers.

Keep it colorful.

Any photos that pick up the bright colors of your palette also get bonus points. Keep the people colorful too (all races and ethnicities).

Look for real life versions of your hop characters.

Surfer dudes, hippy chicks, weekend warriors or sports heroes, hip hop artists, people hanging on the block, or someone who knows what it means to be a queen (or king).

Keep it candid....

Your fresh beers have the essence of a summer’s day, so sun spots, overexposed shots, and sunbeams are A-OK. Steer clear of shots that are clearly posed.

People can be whipping hair into their eyes, looking off in slightly different directions, or caught snorting beer through their nose. Make us feel like we’re there with them.

...except for those sultry shots.

Those famous “beer porn” shots can be staged for maximum effect...with drops of condensation on the glass, rays of sunshine filtering through the bubbles, a beautiful setting...you get the idea.

FRESH FAMILY HOP

CHARACTERS

FRESH SQUEEZED

FAMOUS LINES

L o r e

“My destiny is to be the freshest.”

“The courage to be fresh.”

“Power and success are no match for fresh.”

“The harder the crush, the greater the reward.”

“Think less. Hop more.”

“Find your path to hopness.” ”Crush the hop.

Seize the day.”

Taken From the Can:

A Beer For...

Hop Character: The Creator Our fearless leader.

Confident with some swagger.

Courageous and leads the way.

­

Favorite Music

FRESH HAZE

FAMOUS LINES “Hoppy in the sky with diamonds.”

“Every hop is gonna be alright.”

“Find your inner haze.”

“Drink in the haze.”

“Embrace the haze.”

“The haze is groovy.”

“It’s all good, man.”

“Love the hop you’re with.”

Taken From the Can:

A Beer For...

Hop Character: 70s Hippy Tree hugger and hop hugger.

Super chill and at one with the world.

Full of positivity.

­

Favorite Music

LIL’ SQUEEZY

FAMOUS LINES Lil’ squeezy. Lotta flavor.

New hops just dropped.

New hops, who dis?

Take it squeezy.

Juicy. Like shorts from 2001.

Juicier than a 2003 tracksuit.

I keep it juicy juicy.

I’mma put the squeeze on.

No gluten? That’s dope.

Taken From the Can:

A Beer For...

Hop Character: Streetwise Fluent in social media slang.

Hip hop vibes.

Sassy.

Favorite Music

ROYAL FRESH

FAMOUS LINES

Taken From the Can:

A Beer For...

Hop Character: Regal The hop at the top.

Sophisticated royalty.

Self-assured.

“Royally juicy.”

“Hop royalty.”

“Your Royal Hopness.”

“Long live the hop.”

“The Crown Hop” “IPA’s Heir Apparent” “Our smooth sovereign.”

“Sip and be worthy.”

“Rule the day.”

“Throw a crown on.”

“All hail the hop at the top.”

“Pull some rank.”

Favorite Music

SQUEEZY RIDER FAMOUS LINES

Oregon hops. Cali vibes.

You can’t stop the wave.

Hop the wave.

Hop-forward. Laid back.

Keepin’ it loosey juicy.

Who let the juice loose?

If it swells, ride it.

Catch a juicy wave.

Hop in the barrel.

New for the Can:

A Beer For...

Hop Character: Cali Surfer Everyone’s best friend.

Puts fun first.

Surfer.

­

Favorite Music

HAZE TRON

FAMOUS LINES

“This hop’s gone nuclear.”

“Cryogenic hops.”

“Weird science. Fresh hops.”

“The future is now.”

“A hop explosion.”

“Test the hop-pothesis.”

“Our mad science experiment.”

“From our hop laboratory.”

“Take me to your drinker.”

“Hack into the hop matrix.”

“Atomic juice.”

Taken From the Can:

A Beer For...

Hop Character: Retro/Futuristic Into body hacking, cryptocurrencies and obscure German Expressionism.

Favorite Music

­

FRESH FAMILY VOICE &

MESSAGING

MESSAGING

KEEP IT FRESH WITH THE

FRESH FAMILY.

Our Hop-I-Festo We’re hop-forward and hop-first. Because we are the OG of hops. From Oregon, the land of hops, we bring you IPAs that fulfill your hoppiest desires.

Our Fresh Family of IPAs are literally dripping with juicy hoppy flavor. We source the choicest, piney-est, juicy-est, herby-iest, tropical-iest, hoppiest hops in the world. We squeeze them when they’re fresh and green, and we squeeze them for all they’re worth— getting the freshest aroma and flavor out of every hop varietal.

And we always keep it fresh with an ever-growing series of new IPA styles.

Whatever your mood, whatever the day brings, there’s a hoppy IPA in the Fresh Family with a personality to match.

HOP VOICES

VOICE IS KEY TO THE

CHARACTER. Stay true to each hop’s voice.

As much as possible, choose both expressions and a tone of voice that feel true to each hop’s character.

It’s easy to get lost in puns and witty copy, so do a gut check often: Does that match the character’s voice? Would that character say something like that?

HOP VOICES Lil’ Squeezy: The Hop From the Block

Squeezy Rider: The Surfer Stoner

A fun, streetwise, hip voice. Uses lots of street slang. Knows all the lyrics to popular hip hop songs.

A quintessential, easy-going California voice. Uses lots of surfer slang and stoner expressions. Language reflects the surfer lifestyle.

yo, dope, whassup, playa, chill

stoked, dude, totally, rad, bitchin’

Fresh Haze: The Laidback Hippy

Royal Fresh: The Regal Ruler

A gentle voice. Uses common hippy words and expressions from the 60s and 70s. Language has a laid-back vibe.

A self-important, haughty voice. Uses words and phrases that link to ceremony, royalty, and power.

peace, groovy, love, digging it, hey man

pledge, bow, yield, sword, fealty, summon

Fresh Squeezed: The Hero

HazeTron: The Futuristic Hop

An authoritative voice. Word choices allude to mythic times. Never uses slang.

A hop from the laboratory. Language is heavy on science and sci-fi.

destiny, power, seek, seize, pursuit, lead

fusion, nuclear, atomic, matrix, cryogenic

HASHTAGS

#

#KeepItFresh #FreshBeer #DeschutesBrewery #WeAreHops #FreshFamily

A CRUSADER

OF FRESH.

THX!