Throwing some light on Lit-Tees
Ok, we admit it. We like beer. In fact we love it. And pubs. And BBQs. And sometimes a cocktail or a glass of wine. So sue us. As a creative duo with a background in advertising, design and copywriting dating back to the 90s we come from a generation where great concepts and campaigns were often born over a few pints in the pub.
Of course, that’s all changed now. Advertising has been taken over by bean counters who value costs over creativity – and while we get that (we have run our own businesses for many years), we still know that great ideas often take a little metaphorical and literal fermentation.
So, what’s that got to do with Lit Tees? Well, the long and the short of it (or shirt of it) is that the demand for creative concepts has been declining over the last few years. Maybe it’s to do with the advent of social media and online advertising. The format of the Facebook, LinkedIn or Pop Up Ad can be quite constrictive, and the reality is that all too often clients want little more than a pack shot and an offer to drum up sales or interest. Fair enough.
But what got us in to the creative industries was just that – creativity – and we needed an outlet for that part of our souls that wanted to make something funny, pithy and impactful. Inevitably, over a few pints – and after collaborating together on the book ‘How to Order a Beer in any Country in the World’ – we started thinking about beer T Shirts.
It started with our 1 Beer Please T Shirt – a simple idea that basically encapsulated a 220 page book into a single design – and then we were off. The ideas fountained like a shaken up bottle of lager, we sketched them out, designed them up and only then did we think… ‘Hey, maybe other people would like these’. But more importantly, maybe other people would actually like to buy them.
In a way, the rise of the digital age that had been scuppering our advertising creativity, also empowered us to make our T Shirt brand a reality. Print on Demand and platforms such as Shopify meant that creating an online retail outlet became simpler – and circumvented the need for investing in stock and warehousing.
So, we had nothing to lose – and a cunning plan to slowly replace the frustrating world of ill thought out briefs, impossible timings and demanding clients, with cool beer T Shirts, designed by beer lovers, for beer lovers.
Of course, the reality has been a touch more complicated. Even for a couple of guys familiar with design and marketing, navigating our way around POD, FB ads, SEO and a lot of other acronyms has proved a lot more challenging than we originally thought. But we have persevered, fueled by optimism, a few pints and a belief that our designs would appeal to beer lovers – and people that wanted to buy presents for the beer lover in their lives.
Oh, and where does the name ‘Lit Tees’ come from? I’ve got to thank my son for introducing me to that phrase. Since he became old enough to enjoy a few beers with his friends the phrase ‘Let’s Get Lit’ has been heard ringing throughout the house. I’m still suspicious it might have connotations that go beyond a few simple pints, but hey, Lit Tees has got a great ring to it doesn’t it?