Lucky Lager: Feeling Lucky?

by Shawn Binder on 10/05/2020 | 2 Minute Read

We’re feeling lucky thanks to the design for Lucky Lager. The large, vibrant red x makes a statement that drinkers won’t soon forget. The design is subversive and minimal, making every letter of modern font stand out. This visually arresting brew is sure to grab the attention of beer aficionados everywhere.


Pabst Brewing came to Hatch with a problem only a local agency could solve: inject the soul of the Bay Area into an 8oz can. Through bar, park and beach archeology, we learned that in this city, luck is a matter of perspective.

We brought the local legend to life by leaning on existing equity from the prohibition and flipped it on its head by infusing it with a more modern soul.

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