PABST BREWING COMPANY
Milwaukee, WI
Pabst American Pale Ale
As Pabst Brewering Co was preparing to hit the market with an old classic, the American Pale Ale, they created field testing groups to help identify what would resonate the most with current craft drinkers. We were tasked with developing modern design options.
Going up against a rather grungy, edgier look the modern designs split the groups in half and tested well with the executives and strategy teams. In the end though, one of the more rock’n’roll style designs won out. But the work would go on to open many more doors.
