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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.

Pw 15304 Blonde Ale

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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