The launch of Garage was the a first in the category of hard lemonades in Scandinavia in 2011. I created the name and the main part of the concept.
Now you might think this looks like some hipster shit, but all the characters are real people that I've met and acquainted in Portland, my second home. We created the films, stills, look and feel together with Neil Dacosta, Shelby Menzel, Bowen Ames. The Garage launch was just a moment before the global beard and hipster invasion, so we were really on trend with the mood and lifestyle.
The launch won a Silver Effie in the business category. Garage was created and launched in Finland by Sinebrychoff, but due to it's success was later launched internationally by Carlsberg, the owner of Sinebrychoff.