Overview

Client: Savannah River Brewing Company
Role: Creative strategy, campaign messaging, content direction, launch activation, menu design, logo variation

This project centered on launching an in-house kitchen that enhanced the taproom experience. My work included positioning, voice, design, and content systems that connected food, beer, and community into a cohesive identity.

The Challenge

Before the kitchen, food service was limited to rotating trucks. The brewery wanted to:

• Introduce a permanent kitchen without losing its established brand voice.

• Elevate the taproom experience and extend customer visits.

• Build a content rhythm the team could continue after launch.

• Create a menu design and logo variation that fit within the brewery’s established identity.

The Approach

Positioning and Voice
I highlighted the chefs by name, tied dishes to the beer program, and used a warm, grounded tone to reflect taproom life.

Content Plan

• Launch week: chef introductions, menu highlights, beer pairings, behind the scenes prep.

• Ongoing: seasonal dishes, pairings, and community features.

Design Direction
Simple layouts, close-up photography of dishes, and a restrained brand palette that kept the food natural. Designed menus and created a kitchen logo variation that aligned with the brewery’s visual identity.

On Site Activation
Soft open tastings for regulars and a full launch weekend, both covered for photo and video content.

Execution

Messaging Samples

• A lot of new faces around here lately. Let’s catch you up.

  We’re Savannah River Brewing Co., SRBC for short. We opened in 2017 with a simple mission: brew great beer and build a space where people want to hang out.

  Since then, we’ve hosted beer yoga and run clubs, adoption days, post gatherings, PTO meetings, weddings, and even a citizenship celebration.

  This place has never just been a bar. It’s always been about connection.

  And soon, we’ll have a kitchen to match—another way to serve the community that’s always shown up for us.

  New in town? Just passing through? Come find your people.

• The kitchen is done, inspected, and gearing up to open in April.

  On the line: Head Chef Chris and Sous Chef Shannon, building a menu designed to pair perfectly with our beers - think Butter Chicken Burritos, smash burgers, and more to come.

  As we get ready to fire things up, you might see Chris and Shannon around the taproom. Give them a warm welcome for us- they’ve been working their butts off to get you guys fed.

  More updates (and mouthwatering photos) coming soon. Let’s eat.”

• Spring just got sweeter: Shannon's newest creation is a Berry French Toast Bread Pudding made with croissants and biscuits, topped with coconut whipped cream, powdered sugar, and a house-made jam crafted from our Southern Sour.

  Pair it with a glass of that same tart, fruity brew for the full experience.

Assets

• Short video clips: plating, chef introductions, beer pairings.

• Photography: hero dish with beer, prep details, service moments.

• Graphics: menus, weekly highlights, story slides, logo application.

Channels

• Instagram: grid rollout, Reels, and Stories for specials.

• Facebook: event posts and menu spotlights.

• Email: launch announcement and seasonal pairing updates.

Results

• Increased average spend per guest and longer dwell time.

• Launch content ranked among the year’s top performing posts.

• A repeatable content rhythm adopted by the team.

• Menu design and logo variation adopted as part of the taproom’s permanent identity.