With Celiac disease affecting 1 in 100 Americans, many beer drinkers must give up their favorite beverage due to dietary restrictions. To address this, Craft Brew Alliance approached Hornall Anderson to launch Omission—the first craft beer brand in the U.S. focused on brewing with traditional beer ingredients, including malted barley, specially crafted to remove gluten. The firm developed the tagline, 'it isn’t just what we took out; it’s what we left in,' and designed tongue-in-cheek illustrations reflecting the 'removal of gluten' (or removing the 'O' on-pack) without omitting great taste. This is whimsically demonstrated through a variety of vehicles—UFO, bird, helicopter, hot air balloon, magnet, magic wand. Feedback has been phenomenal. Consumers consider Omission a premium product line that meets their dietary restrictions, while providing a quality craft beer taste. As a result, distribution has extended from its West Coast roots to a nationwide market.