Little Trips Beer
Year
2026
Client
Hatch BrandOpus Award 2026
Service
Brand Strategy, Naming, Identity Design, Copywriting, Campaign, Spatial Concept
Challenge
Beer is losing Gen Z. Not because of the drink itself, but because of the culture that came with it. Mainstream brands feel inherited. Craft beer feels gatekept. An entire generation of 18–27 year olds has nowhere to go. The BrandOpus Hatch Brief asked for a challenger brand that could change that.
Solution
Little Trips is a five-variant beer brand built around a single insight: Gen Z doesn't want to escape the world, they want to escape the version of it they're expected to perform in. Each variant is a different kind of trip, coastal, cosy, urban, off-grid, and sober-curious. The brand extends beyond the can into a listening bar concept, a curated vinyl series, crystal glassware with individual serve rituals, and a full campaign across out-of-home, print and social.
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