One of the brands I recently learned about is Athletic Brewing, the #1 non alcoholic beer brand in the United States.

Something unexpected that I’ve learned while working with Athletic Brewing is the large scale trend among Gen Z is based around healthy living. I was obviously aware of the dry January and 75 hard challenge that took place on social media this New Year, New Me season however according to research “76% of gen z’s define wellness as something much more accessible and holistic – “anything that makes you feel good”(Matovu). This trend is a great opportunity for Athletic Brewing to expand their audience to a younger age group.

With my knowledge about the brand I have created three mood boards that represent three of the vibes that are radiated through their social media posts.

*All images used in the mood boards are from Pinterest.

According to Graphic Design for Everyone by Cath Caldwell, images, such as photographs and drawings, can be used to set a mood, tell a story and build a relationship with the audience. 

Each of the photos I found on Pinterest represent happy healthy young adults who could be enjoying generalized activities that can be done while consuming non alcoholic beer. Images like these can be recreated and utilized on social media accounts to tell the story of young adults enjoying a variety of activities that can be done with and without alcohol. Athletic Brewing is currently doing a great job of partnering with Universities, such as UCONN and Sacred Heart University, to spread awareness about their brand.

One of the great things about Athletic Brewing’s branding is how discrete the can is from being non alcoholic. Some people may not want to advertise that they are no longer interested in drinking beer but as ambassadors different can labels are a great way to advertise the program.

Works Cited

 Matovu, Rachel. February 2024. How Gen Z Are Creating Their Own Wellness Culture. https://lbbonline.com/news/how-gen-z-are-creating-their-own-wellness-culture

Caldwell, C. (2019). Graphic design for everyone. Dorling Kindersley Limited.