Produced in partnership with Rooster Rooster Creative Company

Branded Documentary | Flagship Film | DTC

608 Brewery

A rebrand launch that honored the people who built the brand while introducing what came next.

The Challenge

Announcing a rebrand is easy. Making people feel it is harder.

608 Brewery was expanding across Wisconsin’s Driftless Region with a new visual identity and a deeply loyal community. The video needed to celebrate where they’d been, introduce where they were going, and launch #WiscoBold without sounding like a press release.

The approach

A pre-interview with the owner shaped everything. His language, his priorities, and the moments worth building around became the backbone of the film.

Visually, we followed the brand’s own logic. Black and white carried the process and the people. Color entered with the new cans. The rebrand didn’t need explanation. It needed to be felt.

We documented the brewing process, the regulars who make 608 what it is, and the rituals that turn a brewery into a community.

The community was always the point.

A camera's monitor showing a woman working with large stainless steel brewing tanks in a brewery for branded documentary project.

A man with glasses and a beard sitting on a stool at a bar, drinking a glass of beer, is being filmed by BS Creative's Director of Photography. The setting features hanging light bulbs, a refrigerator with bottled drinks.

A grayscale photo showing BS Creative Producer, Sara Sampey, seated with a notepad, being interviewing with two cameras set up in front of her. Crew member also visible, operating a camera and the interview subject partly out of view.

"Their process methodically revealed the story and messaging we wanted to communicate... It gave me peace of mind knowing the project was being tailored to fit our needs and wasn't a cookie cutter process."

Black and white photo of a man with a beard sitting in a brewery, wearing a t-shirt with a map of Wisconsin and a hop cone, with brewing tanks in the background for the 608 Brewery rebrand documentary project.

— Phil Humphrey
608 Brewery, Owner

The proof

A flagship film for the website. Cut-downs for social. A launch asset that doubled as an evergreen brand introduction. The response showed up in comments and community rather than just analytics. A rebrand can create distance between a brand and its people. This one closed it. That's the harder thing to pull off, and the more important one.

Still working

More than a year later, the film anchors 608’s About page and continues circulating across social. Familiarity compounds. That’s how brand work earns trust.

And if your DMs are anything like ours after sharing this one, people notice.

A BS Creative partnership.
Cinematography and editorial by Rooster Rooster Creative Company.