Challenge: Launch a Brewery and a premium Light Beer uniquely founded to end the cycle of gang violence in America’s neighborhoods. By breaking down barriers and creating new economic opportunities, TRU Colors is on a mission to change long-held perceptions.

Strategic Approach: Embracing their authentic roots we leveraged the iconic graphic treatments and visual cues from street culture in all branded materials. Light on calories, heavy on impact we positioned TRU Light as a premium lager that was bigger than beer. It’s about overcoming street violence by directly engaging the community to bridge divides. It’s about creating economic opportunity, all while teaching life skills through professional training.

The key to achieving this was to establish a platform for the TRU Colors brand that was intrinsically rooted in the mission to end gang violence.

Solution: “Beer for a Better World”

Working in close collaboration with the team at TRU Colors we set out to evolve the conversation around gangs to encompass the root causes of gang violence and, ultimately, seek out sustainable change. Through the “Beer for a Better World” platform we endeavored to find common ground. Speaking directly to a new psychographic cohort, Generation Change, we targeted individuals who strongly believed that brands should be a part of creating a positive impact on the world around them.

Since its inception, TRU Colors has uplifted and empowered more than 60 active gang members taking them from the block to the boardroom. Successfully launched in October 2021, TRU Light is available in limited distribution in North Carolina with plans to expand their social mission to additional states in 2022.