Case Study: Pabst rebrands Not Your Father’s with Hype Group

Pabst rebrands Not Your Father’s with Hype Group and lands coverage in 2 key trade publications

The customer Pabst engaged the vendor Hype Group to address a challenge with their Not Your Father's product line. They needed to reimagine the brand's visual identity and messaging as part of a larger portfolio realignment, specifically aiming to shift the product's appeal towards a more feminine audience.

Hype Group developed a comprehensive solution that included a new brand identity and simplified packaging design with a fresh color palette. They also created a #SweetWins social media campaign and distributed a press release. The results were successful, with the news of the rebrand being picked up by key industry publications like BrewBound and Craft Brewing Business. A Pabst marketing manager stated that Hype exceeded expectations, creating a well-thought-out brand and delivering a seamless project from start to finish.

Pabst