Monterey is the first of two brands to kick start Bath Ales’ partnership with Thirst. This California pale ale was a Bath Ales asset yet to unleash its full potential. Its accessible palette, paired with Bath Ales’ endorsement and the right branding presented an opportunity to act as both a bridge into Bath Ales for a younger demographic and a bridge into craft for their more traditional drinkers.
With a name like Monterey to work with, Thirst wanted to take people straight to West Coast America. By tapping into Californians’ laid back attitude, they set out to position Monterey as an easy-going, easy-drinking pale ale. Delving deep into surf culture they created a sun soaked brand. By pairing clean, characterful Californian inspired type with a mellow colour palette, they captured the idea of lazy days spent watching the sun melt into the sea on Monterey bay.
Fresh and fun secondary assets continued the surfer vibe across multiple brand touchpoints. Bar runners and glassware highlighted key tasting notes, while painted wooden customised fonts inspired by surf shacks created strong stand out at bar.