<NTU Live Project, Wigflex X Castle Rock>


Beer Expo, 2023



<The Brief>


Wigflex, a Nottingham event company, aims to reconnect with audiences post-COVID by creating new ways to engage with the student community and re-establish themselves as providers of exclusive events in the city. They are partnering with local brewery Castle Rock to develop a range of bespoke beers embodying Wigflex's ethos. FCP students will work in small teams to conceptualize and design a range of "Wigflex x Castle Rock" collaborative beers, backed by contextual research. The project will involve creating various outcomes, such as moving images and visual merchandising, culminating in "The Beer Expo" where teams will pitch their ideas to both brands.

노팅엄 이벤트 회사인 위플렉스(Wigflex)는 학생 사회와 참여하고 도시에서 독점적인 행사의 제공자로 다시 자리매김할 수 있는 새로운 방법을 창조함으로써 코로나 이후 관객들과 다시 연결하는 것을 목표로 합니다. 그들은 지역 양조장 캐슬락(Castle Rock)과 협력하여 위플렉스의 정신을 구현하는 다양한 맞춤형 맥주를 개발하고 있습니다. FCP 학생들은 소규모 팀을 이루어 상황별 연구를 기반으로 다양한 "위플렉스 x 캐슬락" 협력 맥주를 개념화하고 디자인할 예정입니다. 이 프로젝트에는 움직이는 이미지 및 시각적 상품화와 같은 다양한 결과물을 생성하는 것이 포함되며, 이는 팀이 두 브랜드 모두에 아이디어를 발표하는 "더 비어 엑스포(The Beer Expo)"로 끝납니다.


<The Beer Expo>




Big Idea
" Aim to improve the longevity and memory of the night through visual art and memorabilia"

CASTLE ROCK:
  • Lack of female consumer or brewers. There is a gap in the market for this. Castle Rock is trying to bridge this gap.
  • A consistency to constantly evolve their brewery, through collaboration. And to keep their brand relevant.
  • Aim to keep their pubs having different personality's (aesthetic too).
  • Sustainability and ethics are key values.
  • Collaboration is important to them.
  • Want to expand their collaborations to being outside the beer/brewery sector.
  • It has a variety of can cover designs by taste.
BEER:
  • Increase use of experimental flavours
  • Push boundaries of traditional beer flavours
  • The low alcohol or non-alcohol content make it relatively easy for people with weak alcohol to access.
  • IPAs are a current trend with the younger demographic.
  • Craft beer is the biggest trend in the beer sector currently.
  • Lack of female consumer or brewers. There is a gap in the market for this.
WIGFLEX:
  • They do not want to define their consumer with a demographic.
  • Art is a huge part (USP) of their events.
  • Nottingham is a honeypot location for creative individuals to experiment with their interests.
  • They don't have a set promotional plan, they follow the fun and their creative instincts/ opportunities.
  • Lukas himself is a strong promotional tool and embodies the brand.

<Concept - Preserving the night (Memorabilia)>