SALT XC hosted a creative Lab competition at the 2024 Blaxpo conference in Toronto. My creative approach won 1st place.

The Challenge:

Gen Z is less connected to traditional “beer culture” and shows a lower preference for beer than generations that came before them. They think beer is one dimensional.

The Ask: 

Help make a significant impact on Gen Z’s perception of, and ultimately consumption of “Beer” (as a category) 

The Answer: 

Show them that beer is as diverse as people are. With so many options Beer has something that intersects with every subculture. 

Creative Team: 

CW- Schvonne Mckinney. Design- Lenny Kai Kang