Colin Cowherd’s The Herd – Draft Picks
When Colin Cowherd, a prominent sports broadcaster, teamed up with Buzzrock Brewing Co. to create The Herd Draft Picks, it was more than just launching a beer—it was about celebrating the connection between great brews and the thrill of the game. The collaboration centered on two standout beers: a Hazy IPA and a Crisp Pilzner, both crafted to resonate with Colin’s sports-centric audience.
We were tasked with bringing this vision to life through comprehensive brand design, including the development of the logo, beer can designs, custom tap handles, and in-store marketing collateral such as beer displays and shelf talkers. Every design element had to align with Colin’s established brand persona and the game-day energy his audience loves.
Strategy
1. Game-Day Visual Identity
The visual identity for The Herd Draft Picks was built around the excitement of sports culture. The can designs featured custom illustration inspired by stadium aesthetics—complete with packed bleachers, bright lights, and a field of green. The logo, prominently displayed, combined Colin’s recognizable name with dynamic typography and a retro-style microphone, serving as a nod to his broadcasting career. This microphone became a central motif throughout the brand.
2. Custom Tap Handles
For bars and restaurants, we designed a custom microphone-shaped tap handle to echo Colin’s role as a sports commentator. The 11-inch handle, crafted with sleek metallic finishes and detailed engravings, became a functional and recognizable piece that stood out on any bar setup. Its presence reinforced the brand story, making the product as memorable as it was practical.
3. Engaging In-Store Marketing
To support the retail rollout, we developed eye-catching displays and shelf talkers that carried the same bold energy as the beer cans. From stacked in-store displays to strategically placed shelf talkers that highlighted tasting notes, every piece was designed to grab attention and tell a cohesive brand story.
Challenges
- Scalability Across Mediums
From large-scale in-store displays to the intricate details of a tap handle, every element needed to retain its clarity and impact. - Balancing Two Audiences
The design needed to speak to Colin’s sports fans while also appealing to craft beer enthusiasts. - Differentiating the Beers
Though unified under The Herd Draft Picks umbrella, the Hazy IPA and Pilsner required distinct personalities. We achieved this through different coloring of the front of can emblem.
Results
- Elevated Brand Awareness
The bold, sports-themed packaging and marketing collateral generated significant buzz, helping the brand stand out in a competitive craft beer market. Retail stores like Total Wine and More, and restaurants like Buffalo Wild Wings, reported interest in carrying the beer, noting their ability to draw customer attention. - Strong Consumer Engagement
Fans of Colin’s show embraced the beers as extensions of his brand, sharing images on social media and connecting the experience of enjoying the beer with game-day rituals. - Sales Success
The combination of distinctive packaging, memorable tap handles, and dynamic in-store marketing contributed to initial sales, with both the Hazy IPA and Pilsner.
The Herd Draft Picks exemplifies how thoughtful brand design can seamlessly integrate a personal brand into the food and beverage space. By aligning every design choice with Colin Cowherd’s sports-focused identity, we created a beer experience that resonates with fans both on and off the field.
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