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The Craft beer market is experiencing huge growth, consumers are willing to try new offerings and products that resonate with them. Hop City brands are intriguing edgy and inviting. Their beers are flavourful but not to the point of driving anyone away. The brand needed to be a new extension of Hop City, while still staying true to the personality of the hop city lineup. The challenge was to bring the Polly wants a Pilsner story to life by developing a character and setting that was true to the Hop City brand values yet intrigue consumers to try this new addition to the family.