Epic Brand Story Telling with Carl Cleanthes (Epic Made)
Episode Overview
Chris opens up the creative minds in this episode with Carl Cleanthes, founder of Epic Made, an entertainment-quality content agency known for work with clients like Sci-Fi, Nickelodeon, Hasbro, and Deschutes Brewery. Learn why storytelling and consumer psychology must come before asset creation.
To explore how high-level animation and brand strategy that can elevate your brand and drive sales, reach out to Carl or his team at epicmade.net and colorfulcarl.com.
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The Art of Brand Positioning: How Creativity Drives Success in the Craft Beverage Market
In a world saturated with choices, how does a new product especially in the crowded craft beverage space stand out? On a recent episode of the Get Hoptimized podcast, host Chris sat down with Carl Cleanthes, founder of Epic Made, an entertainment-quality content agency. Carl’s agency is renowned for its work with household names like Sci-Fi, Nickelodeon, and Hasbro, and they apply that high-level animation expertise to help brands define their story and captivate their audience.
Carl shared his journey from being an “unemployable” student to pivoting his agency, originally focused on "anything creative," into a niche powerhouse specializing in gaming, entertainment, and tech. This move was driven by embracing his deep love for art, fantasy, and storytelling. This strategic decision—to position for a specific audience is the core philosophy he now imparts to clients in the craft market
Cutting Through the Busy, Noisy World with Art
In a competitive market where every product is vying for attention, art and creativity are the only differentiators. Carl notes that if the standard is "crazy and 35 million colors and sparkles," sometimes a well-designed piece of intentional white space can be the most effective way to stand out.
The goal of any creative asset—whether it’s a label, packaging, or a digital ad is to speak to a specific consumer segment. Consumers aren't just buying a product; they are buying into an idea and a story that resonates with them, making the purchase say something about who they are and what they support.
Case Study: Animation and Brand Archetypes at Deschutes Brewery
One powerful example of applying high-level animation to the craft beer industry is Epic Made’s work with Deschutes Brewery. Carl collaborated with a partner agency to take Deschutes' existing brand archetypes—like their anthropomorphic hop character and bring them fully to life with entertainment-level quality.
By defining specific target consumer personas for each beer, the team was able to create a suite of short animations. They maintained a consistent illustration style while giving each piece a distinct flavor and persona. This included work like redoing the hop character with a polygonal, edgy style for their Haze IPA called Tron, demonstrating how the right brand strategy can ensure consistency while allowing for wide-ranging creative execution.
Core Strategies for Unlocking Brand Growth
Carl offered four key pillars for branding and strategy [Link Placement: Keyword Phrase], essential for any craft company aiming to escape the noise:
The Power of Story: The emotional connection and the narrative behind the brand are what ultimately drive sales. Your product is a statement about the consumer.
Positioning is Key: Do not "shotgun blast" your messaging. You cannot afford to compete with established mass-market brands by spending more money. Instead, position your brand for a specific audience within the market segment to achieve scale first.
Strategy Before Assets: Start with a deep understanding of your specific target consumer. Build your strategy first, and then create your assets—the videos, packaging, and labeling to align with that strategy.
Brand Drives Sales: The feeling a person has when they interact with your brand is what truly matters. The brand itself is what sells the product, even if it’s a commodity.
Learning from Liquid Death and Niche Positioning
To illustrate the power of niche brand positioning, Carl pointed to the remarkable success of Liquid Death. A canned water company called "Liquid Death" that uses crude, gory animation might seem absurd to a corporate suit, but it was a perfect fit for its initial target audience: the extreme sports and punk rock culture that was being forced to use sugary energy drink sponsorships.
By offering an edgy, counterculture alternative, Liquid Death created a loyal fan base and momentum before widespread distribution. As Carl noted, the water itself isn't necessarily better—it's the brand, the idea, and the art that drives the sales and resonates with consumers looking for a way to express their identity.
Connect with Carl ClEANTHES and Epic Made
Carl’s insights make it clear; whether you're launching a new craft product or looking to refresh an existing brand, strategy and art must be prioritized.
To explore how high-level animation and brand strategy can elevate your brand and drive sales, reach out to Carl or his team:
Patronize Epic Made: See their portfolio and book a meeting at EpicMade.net
Connect with Carl: Follow his personal brand and live art events at ColorfulCarl.com
Listen to His Podcast: Find the Pixel Retentive podcast on YouTube for more conversations on the intersection of creativity and business.
