French's x Oskar Blues Mustard Beer

Brand Activation
Packaging
PR Mailer
Event Collateral
Print Collateral

Over the years, the condiment aisle has become crowded. There are so many options that the French’s brand was getting lost. How does a brand stand out and encourage trial in a jam-packed category? They leave the category altogether.

Enter Mustard Beer. For National Mustard Day, French's teamed up with Oskar Blues to create a new brew: a semi-tart tropical wheat beer infused with an array of citrus fruits to complement French’s Classic Yellow Mustard.

The core of the idea is the beer itself. The goal was to get people to try the beer. So, we avoided executions that would overshadow or complicate the campaign.  The design system draws from the French's and Oskar Blues brand, bringing in elements associated with the classic American summer.  

In contrast to the experimental beer, the packaging feels familiar and timeless.