"Schell's Dark was nearing extinction at bars in the Twin Cities and the brewery approached us about doing some radio spots. We knew it would take much more since the big beer companies were spending millions hoarding coveted bar tap lines. And Schell's image as 'your father's beer' didn't help either. So we retraced the brewery's history and rediscovered its original line of beers, once known as 'Deer Beer.' What if this quirky, overlooked product could become the new flagship for the brand? We redesigned the bottle and packaging. And then we created the deer's voice—basically a POV that could be found on everything from ads to T-shirts to bar coasters."