White Claw® Retail & Brand Experiences

ROLE
Creative Director across all White Claw® retail & brand experiences.

Shore Club

The White Claw® Shore Club brings the brand experience to life by connecting White Claw’s unique brand world with consumer interactions at every touchpoint. This toolkit captures all elements of the White Claw® Experience Strategy, providing markets with strategy, footprint renders, immersive experience concepts, and artwork to deliver an authentic Shore Club experience that amplifies White Claw’s presence through the line.

Ultimate Refreshment with Ice-Cold White Claw® Cans
White Claw® brings refreshing flavors to more drinkers in more places, helping people make meaningful connections and Grab Life by the Claw.

Unlocking New Social Occasions
White Claw aims to expand into new social spaces and times, focusing on daytime gatherings and music-driven events. By actively showing up in new occasions, we can engage and recruit diverse consumers, including younger (AA) and multicultural audiences, where White Claw becomes a natural part of socializing and celebration.

Key Elements of the White Claw® Shore Club Experience

1. Refreshing Claws: Offering the ultimate refreshment through ice-cold White Claw® cans, ready to elevate any occasion.
2. Refreshing Connections: Our spaces provide a social atmosphere where shared moments in music deepen bonds, transforming spectators into collaborators. Music acts as a “social glue” that unites drinkers, turning ordinary nights into unforgettable memories.
3. Refreshing Sounds: Inspired by how people gather around White Claw®, Shore Club events bring music, fun, and surprising new friends together in spaces that inspire unexpected, unforgettable connections. It’s a place where social instigators can come together, with the spontaneity and freedom to create unforgettable experiences.

“We’re constantly inspired by the ways people gather around White Claw to refresh social connections.”

On-Trade

The Challenge
While White Claw has established a strong presence with consumers, it lacked a cohesive approach in the on-trade channel, resulting in missed opportunities for growth and engagement.

The Strategy
To create an impactful on-trade presence, we first analysed diverse audience needs and behaviours across different on-trade environments. From these insights, we developed a strategic framework focusing on availability, visibility, and activation, translating White Claw’s brand identity into occasion-specific and channel-targeted communication.

The Work
The result was a comprehensive global on-trade toolkit that unified White Claw’s brand world with the on-trade experience. Featuring key visuals, POS assets, and venue design guidelines, the toolkit enables a consistent and standout brand presence in the on-trade space, supporting White Claw’s growth and consumer engagement.