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Article | November 30, 2002
Face lift proves golden for ale
Widmer Brothers, Portland, OR, brewery and distributor, returned to Hornall Anderson Design Works (Seattle, WA) to help redesign/ reposition one of its more popular Pale Ale labels.
Originally labeled “Sweet Betty” the golden ale was struggling with sales because many consumers tended to equate the name with a sweet-tasting beer. To reintroduce the product as a “Blonde Ale” HADW designers created a fresher more contemporary illustration style that retained equity within the master Widmer packaging graphic architecture. The new “personality” is a svelte and savvy woman who appeals to both male and female consumers more so than the 1940’s-era Betty of old. The color palette also changed from the old-fashioned sepia-tone to a rich blue hue to express a hip bold attitude.
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