Blue Point Brewing Company, located in Patchogue, New York, is beloved by locals, known for its wry wit and proud of its Long Island heritage. But when AB InBev helped the brewery expand into new markets, Blue Point turned to VSA to build brand recognition while staying connected to their strong roots.
VSA’s team immersed themselves in the Patchogue community and uncovered that the town is a big part of the brewery’s character, so it was only natural that it became the heart of Blue Point’s latest campaign. Titled “Patchogue’s Got It All,” the campaign included a new identity and packaging, as well as programmatic broadcast, digital, print, out-of-home and transit advertising along the Long Island Railroad that all captured this spirit, offering beer lovers a taste of Blue Point’s hometown and the sights and people that make it so unique.
Blue Point’s updated identity plays up personality. The brewery’s refreshed logo keeps its iconic buoy—a Blue Point staple since its launch in 1998—and evokes the weathered, handmade feel of the waterfront community. Patchogue’s longitude and latitude are also featured, ingraining Blue Point’s hometown into its identity.
VSA also redesigned packaging for all of Blue Point’s beers, starting with Toasted Lager, their most famous brew. Individual illustrators gave each variety a unique design that puts its personality on display front-and-center and plays off Patchogue’s coastal character.
VSA created a series of :30 and :15-second TV spots that take viewers on a tour of Patchogue. Nothing—from a phone booth to the local water tower—is too mundane to celebrate as proof points that show off Patchogue’s unremarkable greatness, further capturing and communicating the quirkiness of Blue Point’s hometown.