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.