The Brand

Henry’s on the Market is Charleston’s oldest continuously operating restaurant, serving the city since 1932. Its origins date back to the late 19th century, when German immigrant Henry Otto Hasselmeyer opened a grocery store at this location. Following the end of Prohibition, the space became Henry’s Beer Parlor, serving beer alongside classic seafood dishes.

Over the decades, Henry’s evolved into a Charleston institution, known for its Lowcountry cuisine, lively atmosphere, and cultural relevance. After major renovations in the 1980s, Henry’s expanded beyond dining to include The Whiskey Lounge, Henry’s Music Hall, Anson B. Lounge, and a rooftop deck, with live music hosted nightly.

Today, Henry’s blends historic charm with a modern, high-energy experience, remaining a central fixture in Charleston’s food and nightlife scene.

Competition details below

The Challenge

Henry’s is preparing to launch a new e-commerce experience featuring original merchandise inspired by the brand’s legacy, culture, and nightlife.

Your challenge is to develop:

  1. A brand-new merchandise collection that is trendy, stylish, and culturally relevant

  2. A go-to-market marketing campaign that will launch alongside the new e-commerce store and drive real online sales

This is not a refresh of existing designs.
This is a new merch drop, built for today’s audience.

Your campaign should position Henry’s merchandise as something people want to wear, not just something tourists buy.

Campaign Goal

Create a merchandise collection and launch campaign that:

  • Feels modern, wearable, and design-forward

  • Honors Henry’s history without feeling dated

  • Creates excitement around the e-commerce launch

  • Drives traffic and conversions to the online store

Think like a lifestyle brand, not just a restaurant.

Your submission should clearly address:

  • The creative direction of the merch collection

  • The target customer for the merch

  • The story behind the collection

  • How the campaign will drive awareness and online sales

You may focus on a limited drop, seasonal release, or themed collection.

Objectives

Target Audience

You may define your own audience segment. Potential audiences include:

  • Local residents and young professionals

  • College students and recent graduates

  • Tourists seeking authentic Charleston brands

  • Music, nightlife, and culture-driven consumers

Your audience definition should directly inform your creative and channel choices.

Submissions must be presented as a single PDF and include the following:

1. Merchandise Concept

  • Collection name and creative theme

  • Product types (e.g., tees, hoodies, hats, accessories)

  • Visual direction and example designs (mockups encouraged)

2. Campaign Strategy

  • Target audience and positioning

  • Key messaging and brand story

  • Launch concept and rollout plan

3. Marketing Execution

  • Example creative (social posts, ads, emails, landing concepts, etc.)

  • Recommended platforms and channels

  • How the campaign drives traffic to the e-commerce store

Optional (encouraged):

  • Pricing strategy

  • Drop timeline

  • Influencer or partnership ideas

  • KPIs or success metrics

Deliverables

Judging Criteria

Submissions will be reviewed by Solis Media and evaluated based on:

  • Strength of the merchandise concept

  • Creativity and visual appeal

  • Strategic clarity and execution logic

  • Brand alignment with Henry’s identity and history

  • Realistic ability to drive online sales

This case will be judged as a real commercial launch, not a theoretical exercise.

Case Opens: March 1st, 2026

  • Registration Deadline: March 14th, 2026

  • Final Submission Due: March 28th, 2026

  • Winner Announced: April 7th, 2026

All participants must register before submitting.

Timeline

The Prize

$100 Amazon Gift Card

  • Public recognition as the CASELAB winner

  • A verified, portfolio-ready real-world case

Strong non-winning submissions may also be featured.

Register to Compete

Registration is required to compete in this CASELAB.

Please register using a valid school email address to receive case updates, clarifications, and deadline reminders throughout the competition.

Register for This Case

Important Note

Henry’s is actively developing its e-commerce platform. Strong submissions may influence real-world merchandise and campaign decisions.