National Bohemian

Oh boy, what a brand!

National Bohemian envisions a world where we laugh more and worry less, because they understand today’s realities and life is tough! The Natty Boh brand reminds you to take joy in the simplest moments and always to live pleasantly. Laughing is better than worrying, right? We thought so.

National Bohemian, along with parent company Pabst Brewing, teamed up with Mission to transform the iconic legacy brand, that was almost exclusively local and place-based, to a more universal and broadly relatable lifestyle brand with much broader distribution. With a keen eye on the balance of tradition and relevance, Mission took “Live Pleasantly” to the next level.

Expertise

Identity, Packaging Design, Messaging, Content Strategy,

Markets

Food & Beverage

Online HQ

nationalbohemian.com

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I

Identity System

Giving a refreshing beer a refreshing look

National Bohemian sought a design that retained the classic icon of Mr. Boh, while adding bold and bright elements to represent the fun-loving, easy-going, jester-like, nature the brand encompasses. Over the course of a few months, Mission and the Boh team narrowed countless concepts, ranging in colors, layout, and tonalities, into market-ready designs. From the revamping of Boh's classic red and gold, to Day Beer's refreshing blue and Crab Shack Shandy's mustachioed lemon mascot, the new Natty Boh designs are an ode to Baltimore's brewing history, while looking forward to the inspiring moments yet to come.

Logo

Identity

Branding

BOH.001 Old Logo
BOH.002 Updated Boh Lockup
BOH.001 Old Logo
BOH.002 Updated Boh Lockup
BOH.003 Updated Type Treatment

Activating A Timeless Tagline

The long treasured "From the Land of Pleasant Living" gets an energy boost by transitioning to a new, more active lifestyle.

Live Pleasantly!

A staple in Baltimore since it was first brewed in 1885, Natty Boh is one of the few iconic brands that defines not only a geographical location, but a mindset. When drinking Natty Boh, the motto is simple - Live Pleasantly.

1885

First Brewed
BOH.004 Merchandise
BOH.005 Stationery and Collateral
BOH.006 Merchandise
BOH.004 Merchandise
BOH.005 Stationery and Collateral
BOH.006 Merchandise
BOH.007 Brand Elements
“ ”

A fine beer may be judged with only one sip, but it's better to be thoroughly sure.

Mr. Boh  /  Chief Beer Aficionado

BOH.008 Branded Glassware
BOH.009 Barware
BOH.008 Branded Glassware
BOH.009 Barware
BOH.010 Outdoor Advertising
II

Brand Voice

Rooted in unbreakable optimism with a wink and a smile.

National Bohemian leverages the spirit of an innocent jester, born to Baltimore but eager spread 'happy' across the world, in fun and unexpected ways. While being simple, yet charming, copy surrounding the voice of Boh ladders-up against the brand guardrails to ensure language consistency across all platforms, because. Consistent tone and voice is the driving force behind helping Boh deliver the messages that inspiring everyone to recognize and prioritize their inner joy, and to live a more pleasant life.

Messaging

Copywriting

Voice and Tone Guidelines

BOH.011 Brand Guide
BOH.012 Brand Guide Detail
BOH.013 Brand Guide Detail
BOH.012 Brand Guide Detail
BOH.013 Brand Guide Detail
“ ”

Inspiring everyone to recognize and prioritize their inner joy, and to live a more pleasant life.

National Bohemian Mission

BOH.014 Ad Copy
BOH.015 Ad Copy
BOH.016 Ad Copy
BOH.014 Ad Copy
BOH.015 Ad Copy
BOH.016 Ad Copy
III

Packaging

Oh boy, what a can!

It's a lofty task to reimagine a local legend that nearly everyone has an emotional connection to, but the Mission team approached this project with Boh's motto in one hand and storied history in the other. Combining the two took seemingly countless conversations, more than a handful of brainstorming sessions, and even a few taste tests along the way.

Packaging

Point of Sales

Messaging

Identity Design

BOH.017 The O.G.
BOH.018 Can Detail
BOH.019 Can Detail
BOH.020 Can Detail
BOH.018 Can Detail
BOH.019 Can Detail
BOH.020 Can Detail

From the Land of Pleasant Living

Mission tactically evolved elements on the Boh packaging from the primary "pill" logo down to the smirk on Mr. Boh's face, all to reinforce National Bohemian's ethos "Live Pleasantly!". We created a versatile graphic system starting with the four can designs then moving onto bottles, secondary cartons 6, 12, and 30 packs, and in-store promotional items. The packaging stayed true to the legacy of the brand capturing the attention of long time local drinkers while remaining relevant to city transplants and new markets up and down the East Coast.

BOH.021 Bottle Detail
BOH.022 30 Pack Cases
BOH.021 Bottle Detail
BOH.022 30 Pack Cases
BOH.023 6-Pack of Bottles
“ ”

We keep it simple, live for fun, and 'Brew Our Own Happiness' so that we can share it with others. We contribute to culture in a way that we hope connects to people and encourages them to do the same.

Chris "C-Mo" Molloy  /  National Bohemian Brand Manager

BOH.024 Crab Shack Shandy Packaging

Oh Them Flavors

Recent additions to the Natty Boh family include Crab Shack Shandy and Day Beer

Pickin' & Sippin'

Perfect for crab picking, and slow sipping, the Crab Shack Shandy can shows a unique twist on what we know to be a lemon. From the mustache to the crab hanging off of it, this can truly represent the playful, lightheartedness that National Bohemian stands for. One of the more important elements on the Shandy can is the blue tab, which represents the partnership National Bohemian has with the Chesapeake Bay Foundation. For every tab collected, National Bohemian donates .10, up to $10,000, to help fund projects that support bay restoration and youth education. So get out there and collect some tabs to help some crabs.

BOH.025 Can Details
BOH.026 Can Details
BOH.025 Can Details
BOH.026 Can Details
BOH.027 Day Beer Packaging - Have Yourself A Day
BOH.028 Orioles-Themed Can - This Is Birdland
BOH.029 Ravens-Themed Can - Fly With The Flock
BOH.027 Day Beer Packaging - Have Yourself A Day
BOH.028 Orioles-Themed Can - This Is Birdland
BOH.029 Ravens-Themed Can - Fly With The Flock

Day Beer

As bright as the noon sun, Day Beer encourages its drinkers to 'come play in the light.' A blue as refreshing as the sky and mustache clouds allude to the fun-loving, free-living people who drink it. The tagline 'Have Yourself a Day,' further pushes the idea that a light, crisp beer, alongside your friends, is all you need.

Orioles-Themed Can

If there are two things Baltimoreans love, it's baseball and Boh. The introduction of Mr. Boh in a baseball cap is a critical component tying the baseball field in the background, the diamond borders around the rim, and minutiae elements of the baseballs together. The tagline, "Bohing, Bohing, Gone!" only adds to the playfulness the brand brings forward in this design.

IV

Brand Campaign

Life is best lived pleasantly!

While mediums such as TV, radio, and OOO should primarily focus on brand recognition, product lines and contextualizing National Bohemian and Mr. Boh as carefree, jester-like, and charming, social copy should be used to show drinkers how to live as the aforementioned show. We don't simply say we're 'living pleasantly', we're showing you how you can, too. Language on social platforms should be teachable, yet humorous, humble, yet carefree, and feature one-of-a-kind tricks-of-the-trade to make the user's life more fun, and with a celebratory attitude. Because no matter where you are, there's room for pleasant living in your life. Once users develop the habit of using social as a 'how-to' guide for living pleasantly, this will also set us up for user-generated content, making promotions, giveaways and contests easier to run, and ultimately expanding reach organically.

Social Outreach

Marketing

Advertising

BOH.030 Social Media Campaign

Pleasant Boh-ments

The simplest moments bring the greatest joy and are the most relatable to those who choose to live life pleasantly.

National Bohemian knows that the simplest moments bring the greatest joy, so Mission developed this campaign carrying a spoonful of sugar in preparation for the next lemon life throws our way. The idea behind this campaign is simple, you take the importance of a good joke and a hearty laugh, and couple them with the silver lining on a cloudy day. While unconventional in nature, pleasant Boh-ments are perhaps the most relatable to those who choose to live life pleasantly.

BOH.031 Mr. Boh's Guide to Pleasantries
BOH.032 Mr. Boh's Guide to Pleasantries
BOH.031 Mr. Boh's Guide to Pleasantries
BOH.032 Mr. Boh's Guide to Pleasantries
BOH.033 Ad Concepts for "That's What Pleasant Living Feels Like"

Among all these great things that have built a legacy of laughter and lightheartedness, perhaps the most telling are the quiet appreciation for the powerful potential of simple things, the transformative and rippling effects of living for fun, and the daily opportunity that we each possess to remind ourselves and others that we must always brew our own happiness. Because ultimately, if we each choose to see the world as less heavy and more happy, We can all Live Pleasantly!

National Bohemian

DreamWorks

Baltimore School for the Arts