Beer girl
Content Strategy / Creative Direction / Brand Positioning
STRATEGY
Beer Girl had a strong foundation, a relatable founder, a clear voice, and a distinct POV. But in an industry historically built for men, she needed a strategy to scale without losing the spark that made her stand out. I developed a content strategy rooted in authenticity and disruption; prioritizing community-driven storytelling, sharp cultural commentary, and a TikTok-first growth plan. The goal was to build credibility and virality, without ever sounding like a brand trying too hard.
CREATIVE EXECUTION
I led the creative direction across TikTok, Instagram, and paid media; designing content and ad graphics that felt native to her world: bold, scrappy, unfiltered, and fun. Every visual, from ads to storytelling-style carousels, was created to feel less like marketing and more like something you'd screenshot and send to a friend. I also collaborated closely with the founder to shape platform-specific approaches that scaled with her voice, not over it.
RESULTS
Through our strategy and execution, Beer Girl built momentum as more than just a product; she became a brand people rooted for. She was featured in ProBrewer and a viral LinkedIn post (2K+ likes), positioning her as a disruptor in a traditionally male-dominated category. Our content strengthened brand identity, increased engagement, and created a scalable content system that amplified her voice, not drowned it.
PRESS HITS
THE OUTCOME
With strategy driving creative, Beer Girl evolved from a viral TikTok presence into a brand with staying power. She’s now recognized as a disruptor in the beer space, featured in ProBrewer, spotlighted on LinkedIn, and stocked at major cultural moments like Coachella and Stagecoach.
Our work helped define her voice, grow her audience, and scale a brand that still feels grassroots. Now sold direct-to-consumer, with merch drops expanding the ecosystem, Beer Girl isn’t just selling beer, she’s building a movement.