Old Style Beer has a rich history with Chicago and especially the Cubs. But the brand at times had a hard time articulating that connection—as well as its heritage as the working-class beer of choice. We came up with the concept of Old Style as "The Corner Beer," a reference to all the taverns scattered across Northside Chicago, where patrons meet after work to cheer their team over their favorite no-nonsense brew.

We wanted to take the opportunity to help the brand expand past its Cubbie Connection however, and felt "The Corner Beer" could apply to any hard-working Midwest town mentality. We concepted many out-of-home ideas, billboards, etc, that wore the DIY aesthetic and no-frills mentality as a badge of honor. We developed the ivy-covered Corner logo, and a few ideas for a Bar Call tagline.