BRW-003: Headline — "Not a sacrifice. An upgrade." (Sunbeam Pils)

Metadata

Field	Value
Brief ID	BRW-003
Format	Headline (copy-led, dark bold, can-as-hero)
Product	Suspended in a Sunbeam Pils (2x Gold, 43 cal, <0.5% ABV)
Persona	Hybrid Drinker / Fitness Enthusiast (30-45)
Single Angle	Upgrade reframe
Emotion	Relief + Pride

Copy

Not a sacrifice. An upgrade.

Non-alcoholic Pilsner. 43 calories. Award-winning.

Drink Better

Changes from BRW-002: "72 calories" → "43 calories." "Full IPA flavor" → "Double gold" (the Sunbeam's strongest credential). "Try Disarm" → "Drink Better." The supporting line now stacks: what it is (NA Pilsner), why it's impressive (43 cal), why you should trust it (double gold award winner). One angle, one through-line.

Creative Direction

Same dark bold visual. Same BN Kragen Bold headline energy. Same system rules. The Sunbeam can replaces the Disarm can — its artwork should be simpler and render more accurately from the product reference.

Font: BN Kragen Bold (BNKragen-Bold.otf in Brand Kit/Fonts/). Chunky, condensed, retro-modern SANS-SERIF. Craft brewery poster lettering. NOT a serif. NOT italic. NOT sports/ESPN/blockbuster. NOT elegant or bookish. Upload the .otf file as a reference.

Can: Sunbeam Pils can from the uploaded reference. Simpler artwork than Disarm. 40-50% of frame height. Hero-lit against dark background. Real aluminum, condensation, no perfect water rings.

NA positioning: "Non-alcoholic Pilsner" is explicit in the supporting line.

Variation Table

Output A — CAN HERO TILTED, HEADLINE OVERLAPPING

Can 50% of frame, tilted 15 degrees, center-left. Headline partially overlaps the top edge of the can. Matte black bar, 1-2 marks max. Rim light camera-left.

Output B — EXTREME CAN CLOSE-UP, TEXT IN LOWER THIRD

Can artwork fills 60% of frame (y=358-1000). All text below. Dark reclaimed wood surface. Rim light from above.

Output C — OUTDOOR SETTING

Can on concrete ledge or weathered picnic table. Warm late-afternoon golden light. Blurred outdoor background (park, patio). 45% of frame height. Headline in upper portion.

Output D — ANGLED SIDE VIEW

Three-quarter view showing wraparound label. Dark slate, clean. Rim light camera-right catching curved edge. 45% of frame height.

Ad Body Text (NOT in the image)

A Pilsner. 43 calories. Two Gold Medals at the Best of Craft Beer Awards. Non-alcoholic.

Suspended in a Sunbeam is brewed — not dealcoholized. Crisp, clean, inspired by the Carl Sagan quote. The kind of beer that makes you wonder why you ever needed the alcohol in the first place.

That's not a sacrifice — that's an upgrade.

Free shipping on 24+ cans.