To launch their new Peacemaker Anytime Ale, Austin Beerworks enlisted design agency, Helms Workshop to create its most adventurous promotional packaging yet: a limited edition 99-pack.
Recognizing that drinkers were confused and turned-off by the “extra pale” classification, the brand set out to better represent its light beer brand to consumers and preempt the launch of the brewery’s new Peacemaker packaging design.
“We found that people see ‘extra’ and ‘pale’ together, and they think it’s really hoppy. We felt that it was setting up expectations different than what the beer was, and that people who really like it were turned off by the name. We really wanted to use the package itself as a tool to reinforce the message that you should have one on hand for any moment.” – Helms Workshop
