Beck’s
Starter Pack

Role:
Art Direction, Graphic Design, Packaging Design

@AKQA

Beck’s is the bitter beer of its category. All because its International Bitterness Unit – IBU – is 20, higher than any other competing beer in the same price range. That means that brazillians weren’t used to something that bitter. So, we decided to help a whole country unlock their tastebuds for Beck’s bitterness. We’ve created Beck’s Starter Pack.
A special 6-pack that came with lighter beers from the competition in gradual IBU scale, to unlock their tastebuds for Beck’s bitterness. All they had to do is start at Beer #1 – with an IBU of 8 – and drink their way up, IBU by IBU, until they reached the last beer of the pack... Beck’s and its IBU20.

The pack sold out in 48 hours.