There’s an old saying in Jamaica that if you ask for a beer, you’ll get a Red Stripe. So, when Bulletproof was approached to redesign the packaging, one word came to mind.

Respect.

Mark Link, Creative Director at Bulletproof, explains: “Red Stripe’s positioning – ‘Stand Up’ – was born from the very essence of what it means to be Jamaican; defiant, passionate, and damn proud of where we come from. Yet the packaging told a very different story.