Dr Hops had a beloved product and a fiercely loyal following, but the brand had drifted from the spirit that made people fall in love with it in the first place. In the beyond-beer category—where standing out means far more than having a great drink—identity is everything. A unique name, a handcrafted product line, even strong distribution aren’t enough; they’re simply the cost of entry. To grow into new markets without losing their edge, Dr Hops needed a brand that could reclaim its original soul, break from category mimicry, and express a point of view bold enough to turn heads.

Spoken Identity Workshop™ – Brand Positioning – Brand Messaging – BrandBook® – Tagline – Mission/Vision/Purpose Development – Category and Consumer Insight Research – Website Copy and Wireframing – Strategic Narrative - Packaging Design

By grounding every decision in the rabbit—the mascot, the attitude, the spark—the brand stopped blending in neatly and started standing out wildly. The story became sharper. The personality became unmistakable. And the identity reclaimed the playful irreverence and soul-moving idea that launched Dr Hops in the first place. With a full brand book, new packaging, a reimagined website, and a long-term omnichannel marketing plan, the team now had a brand that didn’t chase trends—it hops different, confidently setting its own pace in a category that often feels copy-and-paste.