Spec Creative
Six concepts for Minnesota's first women-owned microbrewery that amplify the brand's inclusive, community-first, craft-forward identity — built from real product research, not templates.
Our Take
Urban Growler has built something rare in craft beer — a brewery where everyone genuinely belongs. The queer-owned, women-founded identity, dog-friendly beer garden, and "Beer For You" philosophy create a brand story that goes far beyond what's in the glass. But the current creative could push harder into the emotional, aspirational territory that makes people want to be part of this community. These concepts place Cowbell Cream Ale and the brewery experience in warm, inclusive, lifestyle moments that make Urban Growler feel like the place you've been looking for.
The Work
