Responses by Hatch
Background: Pabst Brewing challenged us with relaunching Lucky Lager as one of its local legend beers. We needed to find a way to reinvigorate meaning into the brand that resonated with the San Francisco Bay Area target audience. So, we set out to define what luck meant to the Bay Area, and how to best bring that idea to life in a way that felt as authentic as Karl the Fog.
Reasoning: In almost every way, the Bay Area is a mixture of extreme ends of the spectrum—from the high and lows, to the hills and valleys, to the ultra-rich and those suffering from homelessness. But you don’t need to live on the far extreme to appreciate the beauty, magic and potential that the Bay Area embodies. That’s especially true when it comes to the concept of luck. Through our research, we realized that luck is all around us; you just sometimes need to shift your perspective to see it and seize it.
Challenges: Lucky Lager’s San Francisco–born brew heritage is an abundance of riches and fascinating tales. The hardest challenge was figuring out which parts we wanted to bring forward on a pack design that needed to feel eye-catching and iconic while still giving a nod to the playfulness of the past.
Favorite details: We love how we were able to bring a local feel to the brand. We were also able to bring some of our Bay Area knowledge into the swag like creating beach blankets for Dolores Park and designing pins for the jean jackets that residents are all bound to wear as layers year round, making the brand feel alive, vibrant and completely Bay Area. The Bay Area is a diverse landscape rich with culture. Finding a way to infuse the soul of such a multicultural area, while paying homage to the heritage of the brand, was a fun tension to mine.
Visual influences: We were inspired by not only the brand’s heritage, but also some of the most iconic elements of San Francisco’s heritage. The Golden Fire Hydrant that saved the Mission district after the 1906 Earthquake. The X Marks the Spot Luck of the Gold mining era. Even some of the most obvious details, like Ina Coolbrith’s poem about the city that we were able to use on pack to flip various phrases and statements, further brought our strategy to life. Because luck, after all, is a matter of perspective.
Anything new: One of the things we discovered was that 44 percent of the San Francisco population speaks a language other than English at home, and it has the most official languages of any city in the United States. 39 to be exact. So, to be sure we were being as inclusive as the city, we launched the packaging with the word lucky translated into ten of those languages. A bold statement that all are welcome and all are lucky.