PABST BREWING COMPANY
Milwaukee, WI
Pabst Milwaukee Innovation Brewery Crowler Wraps
Pabst Brewing Company was born in Milwaukee, Wisconsin, in 1844 and remained on its heritage campus up until the ’90s. In 2017, Pabst purchased the old campus church building and opened an innovation brewery. The return to the very place a legacy was born was a huge opportunity to develop beer that could be released on a national scale and testing it on the very market it that made them who they were.
JTCM was tapped as contract art director for two years to develop crowler wraps, and merchandise and support the event and marketing for the brewery. Over the course of this time, we designed over a dozen labels—helping to both revive heritage beers and imagine modern classics. We developed a system based on the shape of the stained glass windows in the old Lutheran church.
