Mad Tree Legendary Lager

Ask:
The first ask was to create, name and design a brand identity including tagline and design strategy bringing Mad Tree’s latest beer to life.

The second ask was to create an illustration of Ezzard Charles to celebrate him as the first “Legend” in the series of the Mad Tree Legendary Lager.

Goals:
The big goal was to have the Mad Tree new value-based beer to not only look incredible on the shelves, but to match the taste visually, pushing the brand into the next level of offerings from Mad Tree.

Results:
By teaming up with my great friend and amazing strategist/writer/Art Director Jim Cunningham, the musicians Sons of SIlverton and the Mad Tree internal team – we developed Mad Tree Legendary Lager.

The beer is a balanced and crisp lager with light kettle hop aroma and floral notes followed by a dry finish. MadTree Legendary Lager balances the line between a craft Pilsner and Macro American Lager. The brand follows the flavor lead by keeping it simple all the while spotlighting community heroes and giving back all at the same time.

”Keep the Story Flowing”

Rich in story. Light in taste. A classic, crisp and easy-drinking beer crafted for the stories we tell about the heroes we hold dear. From everyday people who impact us in extraordinary ways, to larger-than-life legends who challenge us to think big.

Current legend Ezzard Charles embodies being legendary in every sense of the word. Heavyweight champion, Jazz musician, tailor, veteran, community activist and family man. Known in the ring as the Cincinnati Cobra, his talents were unrivaled. His story is Legendary. Check out his impact and how his story is still flowing to this day in this video.

The first story in the MadTree Legendary Lager series celebrates West End icon and heavyweight champ, Ezzard “Cincinnati Cobra” Charles. One of the greatest fighters ever, Ezzard Charles was crowned heavyweight champ while he smashed glass ceilings outside of the ring. Jazz musician, tailor, veteran, community activist, family man — Ezz’s talents were unrivaled. His story is legendary.

Ezzard Charles was a hero of Cincinnati’s West End. To honor his legacy within his community, the Cincinnati Parks Foundation placed a 13-foot, bronze statue of Ezzard Charles in West End’s Laurel Park. The statue was dedicated at Ezz Fest on October 5th, 2022.

“We’re proud to introduce the first story in the MadTree Legendary Lager series with the heavyweight champ and community hero, Ezzard Charles. ” said Brady Duncan, Co-founder of MadTree. “Throughout the series, we’ll roll out other exciting legends and their story to spark your inspiration and bring you ways to share the legends in your life.”

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