I was unsure about whether or not to use the word ‘crafted’ or ‘brewed’ in the website copy.
It was said that I should stick with ‘brewed’ because of SEO reasons – using a word that is more popular/synonymous with coffee rather than beer.
In terms of Narrative:
– Must appear more high profile.
– Employ more signifiers of ^ lifestyle… sophistication, events, culture and brands in the Campaign/Twitter feeds.
– More black, in terms of attitude.
look at Cult Couples > look at Mr. & Mrs. Swart > what do they offer and what can they do?
We can exaggerate a lot more, be more playful and more specific. Don’t hold back – ‘safe’ is where ideas go to die.