PABST BREWING COMPANY
Milwaukee, WI
PBR Light
In 2017 I was approached with developing a range of can designs for a focus group that was discussing the opportunities for a refreshed PBR light SKU. I worked with Rob Reilly, who at the time was the National Field Marketing Director for PBR, and the lead brand consultant Greg Owsley, from Storied Brand, to develop several creative design
approaches. The concepts ranged from positioning the beer as a diet option to playing up the refreshing qualities. We also included an option that would customize the can to market, giving a sense of hometown pride. Each of the designs was well received by the group and up the ladder, though tradition won out in the end.
