This project was a collaboration with Queen’s University students as part of the Queen’s Summer Innovation Initiative. Students were to take an entrepreneurial idea and develop a company around it. The summer culminated with students pitching their ideas to a panel of judges for a chance to receive some start-up funding.
An idea was developed to build a craft brewery inside the walls of one of the abandoned Kingston Penitentiaries. We wanted to tap into the characteristics that craft beer drinkers and prisoners share; rebellion, craftiness and a sense of community.
A brand was built around the notoriety of Kingston being a prison city which included a visual identity, packaging, and the actual brewing of the beer. In addition, the craftiness of the inmates was another touch-point that was to be tapped. Each brew was to have an ingredient that prisoners would have used in the making of prison alcohol. For the summer project, the beer that was developed used tea as an ingredient.
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