Blatz Beer

Brand Identity + Packaging

Founded in Milwaukee, Wisconsin in 1851, Blatz was one of the most popular breweries in the area. It was acquired by Pabst Brewing Co. in 1959 and in 2020, Pabst reached out in need of a refresh in both their visual identity and packaging design. The direction was to look back in the past and grab elements of design that were the most important to the outwardly-facing Blatz beer brand and give them a face-lift while making it all fee like “Modern Day Luxury”.

The two things that stood out as the most prominent visual brand elements: the script logotype and the triangle. The triangle needed some meaning and purpose, so it was only natural to us it as a compass, pointing upwards. The rest just fell into place.

The challenge: Update a heritage beer brand for the modern day 30-40 year-old consumer.