White Claw
The O.G. hard seltzer that sparked a nationwide frenzy (and a seriously devoted fanbase).
But as the hard seltzer craze keeps surging, and more brands jump on board, White Claw needs to keep proving it’s still the ultimate sip.
The trick? Double down on the brand’s legacy while amping up the connection with a new wave of wellness-minded drinkers.


The Challenge
In a market overflowing with fizzy competition, White Claw needs to:
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Reinforce its signature identity (because being the pioneer means you’ve got to stay on top).
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Refresh its brand narrative so it stays bold, relevant, and resonates with a crowd cares about clean living and a carefree spirit.
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Sustain long-term growth by discovering new territories and making sure fans keep coming back for more.


1.
Brand Reinforcement
Objective:
Strengthen That Core Identity

2.
Innovate for the Future
Objective:
Craft a Better Tomorrow

3.
Sustain
Objective:
Claw into New Horizons
The Framework


Phase One
Strengthen Core Brand Identity
Reinforce White Claw's unique brand voice centered on wellness and simplicity.
Developed an origin mini-documentary that dramatizes White Claw's founding story, making it f*cking legendary. In it, tease White Claw's new commitment to something unexpected.
Updated the brand’s visual identity with a modernized font, logo, and contemporary packaging that celebrates its heritage.
Phase Two
Craft a Better Tomorrow
Launch packaging that highlights uniquely highlight White Claw's pure ingredients.
And double down.
For every pack sold, 1% of proceeds go to ocean cleanup efforts. This bold step emphasizes White Claw's connection to water, the ocean, and protecting our natural resources.
The synergy between nature and White Claw should be spelled out clearly, and made as a tentpole of White Claw's overall strategy to reinforce this connection.
Align White Claw's brand with environmental sustainability and social responsibility.
And double down.
Launch a campaign committing 1% of proceeds from each pack sold to ocean cleanup efforts, emphasizing White Claw's connection to natural resources.
We created social media assets, including Instagram Stories and TikTok videos that highlighted this commitment and encouraged community participation.
White Claw Crafts a Better Tomorrow





Phase Three
Claw into New Horizons
Enhance consumer experiences and explore new cultural trends.
We introduced "White claw Chill Zones" at major music and sporting events, providing regreshing havens that embody the brand's ethos as a tastemaker.
We launced "White Claw Fresh," a quarterly cultural forceast spotlighting emerging talent and trends, positioning White Claw as a trendsetter in the lifestyle space.


Disclaimer: This case study is speculative, created by Kanu to showcase our creative and strategic skills, without brand involvement.
But if they ever want to chat... we’re definitely down.
Our Strategic Solution
We built a do-it-all, social-first campaign that cuts through the clutter. From origin stories that spark serious awe, to pledges that leave the planet feeling a little happier, we covered all the bases in a way that feels breezy, modern, and undeniably White Claw.