CONSTELLATION BRANDS
TWO LANE
IDENTITY, PACKAGING
THE SITUATION
Constellation Brands, the leading import beer company in the US, was looking to create a distinctly American lifestyle brand here in the US through a collaboration with famed country music singer Luke Bryan.
THE SOLUTION
An entirely new brand that captures what Bryan’s fans love most about him – his accessible, very American approach to life, where finding your way home to family and friends is the best thing there is. We first developed the American lager and were quickly asked to extend into a range of seltzers.
THE EXECUTION
“Two Lane” brings to life that experience of coming home – to that place where you feel most at home, wherever you are. The name and graphics evoke the quintessential two-lane highway and the romance of the destination that awaits. Housed in a guitar pick and surrounded by the Blue Ridge Mountains, Luke’s musical and Southern connection is made clear.
THE RESULTS
Consumer research revealed a brand exceeding norms in “overall liking” and “likelihood to recommend” and one perfectly in line with the strategy it’s built upon – with 90% of purchasers drinking it “wherever they feel at home”
IMAGES © TRINITY BRAND GROUP