BRAND LAUNCH

FROM strategy, to design, to launching the product to the masses: the16OZ DALE'S PALE ALE CAN

For the 15th anniversary of Dale's Pale Ale, we wanted to give Dale's a special look and got in touch with French artist, McBess to give us that fresh take. McBess is known for his surreal illustration style with dark imagery and hidden easter eggs, so he was a sure-fire pick to approach a new look to the original craft beer in a can. Under the direction of myself and former OB Marketing Director, Chad Melis, we honed in McBess' vision to incorporate some unique OB-ness with bikes, beer can one-hitters, a weasel (for the Tasty Weasel taprooms) and an outdoorsy vibe.

With Dale's being wrapped up in a new coat of paint, we came up with the idea to wrap the real world in McBess' trippy images.With a launch party at Denver's Stoney's Bar, we wrapped every wall, window, garage door and patio railing with different pieces of the artwork; and then we went one step further and tried to cover people with his art by bringing in a mobile tattoo truck for a free tattoo of the Tasty Weasel (which got you a free beer a day for life at the taproom).

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Artwork: McBess (main illustration) and Terry Kishiyama (skeleton with guitar and amps around doorway) Creative direction: Jeremy Farmer and Chad Melis Art direction and layouts: Jeremy Farmer Photos and video: Michael Eldridge