Derrick Lin


Design: Design Bridge – New York
Location: United States
Project Type: Produced
Client: Pabst Blue Ribbon
Product Launch Location: United States
Packaging Contents: Beer
Packaging Substrate / Materials: Aluminium

Untapping an American icon: Design Bridge New York partners with Pabst Blue Ribbon
Design Bridge’s New York Studio has partnered with the iconic all-American brand to connect with the next generation of beer-drinkers. A portfolio extension, refreshed can designs and limited editions rally behind the iconic identity

Collaborating with graffiti artist and ex-Def Jam Recordings creative director Cey Adams, Design Bridge and Pabst Blue Ribbon celebrated National Mural Day with a limited edition design
New York, 13 August 2019: Design Bridge New York is pleased to announce its work on the portfolio extension of Pabst Blue Ribbon beer – a move to fully untap the American icon, aligning with major cultural and societal shifts. Founded in Milwaukee in 1844, Pabst Brewing Company is America’s largest privately held brewing company. An all-American brand, Design Bridge’s work confidently retains Pabst Blue Ribbon’s iconic identity, extending the range to connect with a new generation of beer drinkers.

Sam Cutler, Creative Director at Design Bridge New York, commented, “Beer, and particularly beer branding and design, has become complex. What happened to a good, old-fashioned, lovable beer that you can easily recognize and understand? How can the average beer drinker navigate the complicated language of craft beers? Some people – most people, in fact – are just looking for a refreshing, quality, affordable beer. That’s what Pabst Blue Ribbon is all about.”

Pabst Blue Ribbon prides itself on brewing beers to be drunk, not judged, and so the timeless design of the can has been preserved and refreshed sensitively by Design Bridge, who have also brought the brand’s new non-alcoholic and lighter-calorie variations into the portfolio.

Launched on National Mural Day, Design Bridge also collaborated with graffiti artist and previous creative director of Def Jams Recordings, Cey Adams, on a limited edition can design. A pioneering visual artist as well as a hip-hop veteran, Cey is best known for his work with artists such as Beastie Boys, Jay-Z and Mary J Blige.

“The experiment with Cey was to see how far we could push the design of the can to reveal the strongest, most memorable and iconic elements. It’s an exercise in confidence. Pabst Blue Ribbon is so refreshingly not craft: it’s the affordable beer that knows who it is. And now every beer drinker will know it, too.” Sam Cutler, Creative Director at Design Bridge New York, explains.

Property of Pabst Blue Ribbon.

Ali Davala, Senior Brand Manager for Pabst Blue Ribbon, commented, “The beer drinker we think we know has changed because this country is changing. The next generation is optimistic, independent & free-thinking. They want to be true to themselves. We stand behind them – behind anyone who wants to forge their own path and to celebrate the optimistic future of this country.”

The refreshed Pabst Blue Ribbon portfolio is now on shelf in the US, and the Cey Adams Limited Edition was available at selected retailers from April until the end of June.

Property of Pabst Blue Ribbon.
Property of Pabst Blue Ribbon.