Shock Top Beligian-style ale, with its citrus-infused flavors, never really went away. With an easily identifiable icon and a core group of consumers who never wavered in their enthusiasm, the brand was ready to reintroduce itself to the masses. Enter Dovetail. Working with the brand team at Anheuser-Busch InBev, we traced the history of Shock Top all the way back to the very beginning, immersing ourselves in every iteration of the packaging, obsessing over every step of the marketing. When we emerged from this historical deep-dive, we set out to craft a reimagined look and feel that could be applied across all packaging, branding and marketing materials.