Lake City Cider & Darty Brewing
Lake City Cider & Darty Brewing
Launching a new brand through a familiar experience
Darty Brewing opened inside the same Portland Street taproom that many locals already knew through Lake City Cider. While Lake City had built strong brand recognition over the years, Darty was a new addition to the space with a story that had yet to be told.
The challenge was introducing Darty in a way that felt natural and immediately understandable to customers.
Focusing on the taproom experience
Rather than creating another collection of product-focused content, Charcoal developed a content strategy centred around the experience of visiting the taproom itself.
We captured how people arrive, order, connect with friends, and spend time in the space. By showcasing the atmosphere, staff interactions, and customer experience, the content helped tell a broader story about what makes the destination worth visiting.
Building visibility for Darty
Because Darty was the newer of the two brands, the content was intentionally weighted toward showcasing its presence throughout the taproom experience.
Beer pours, bar interactions, branded touchpoints, and casual social moments were captured alongside Lake City's established cider offering. This approach allowed Darty to benefit from the familiarity and credibility of Lake City while beginning to establish its own identity within the space.
Content that lasts
The project resulted in a library of photography and video assets designed for long-term use across social media, promotions, tourism marketing, and future campaigns.
Rather than focusing on a single advertisement or launch announcement, the content was created to help both brands consistently tell the story of what it's like to spend time at one of Downtown Dartmouth's most unique craft beverage destinations.
