Lone Star Light

Lone Star Light

June 10, 2011 | Designed by Helms Workshop

Late in 2010 Pabst Brewing came to us with a problem. The light beer offering from their iconic Texas brand Lone Star was almost completely ignored by distributors and consumers.

Looking at the packaging, it made sense. Lone Star Light is packaged with the exact same label as Lone Star, with just a slight shift in color from red to blue in the central panel and a small piece of typography reading “light.” Pabst asked for our help in positioning the beer as a stand-alone brand, rather than the wimpy little brother of a beloved Texas staple.

Our solution was to refuse to play the ‘me too’ light beer game. Let’s face it: there’s nothing unique about ‘light.’ Every brand has one. We sought to establish LSL as its own entity: a unique, low-calorie offering from the folks at Lone Star. The name came directly from listening to the superb marketing team working on the brand. They keep conversations clear by referring to the two products as ‘Red’ and ‘Blue.’

Visually, we reclaimed an iconic symbol from the brand’s past. The new label design was an evolution of the popular 1970’s brand signage that was adopted by folks state-wide, like Jerry Jeff Walker. It’s a part of Texas’ history and rich culture, and in utilizing it we tied Blue back to the parent brand without mimicking the current Lone Star red identity.

The package and positioning was a huge hit with the team at Pabst, from marketing heads down to the sales force. It was celebrated by everyone as the first time in years the brand drew a fresh breath of new life.

Alas, it was not meant to be. A shift in leadership brought big changes with the marketing team, and our beloved Blue became a casualty of war. We’re proud of the hard work our team put in on the project, and the resulting work. We’ve posted it here to honor those efforts, toward ‘the one that got away.’

I sure wish this one was still available. What do you think?

Lonestar Light Packaging
Lonestar Light Can

Comments (8)

  1. As a designer and a Lone Star Light beer drinker, I love the design. The logo reminds me of the Luckenbach logo, which is a classic. I would have been proud to take a sip from this can.

  2. This graphic look is pretty lame. Generic, two toned (should have skipped Lone Star and just put the words “Light Beer” to make it completely generic) and the logo oval doesn’t properly fit around the can. It looks like a word graphic file that got stretched out and elongated the wrong way. The graphics have nothing to do with the iconic brand’s powerful logo from the late 70’s. The script is very feminine…are they targeting women? It is confusing as to how many taglines are on this can. Texas Born and Brewed, Lighter Style of Lone Star, Texas Style Light Beer, whatever that may be, and what in the world does Blue mean? I think the makers of Labatt Blue or Blue Light would fight the approval of this TM.

    • J6, are you a woman? The two colors would have been great. What man cares if the logo does not fit. Only women would notice colors, script and tag lines. This is a Texas beer with a great and long story. Even the greats have to reinvent themselves from time to time. The only problem I have with Lone Star Beer is that too many bars do not serve the delicious beverage. I make it a point to always ask for LS at any establishment, too often they do not serve LS and then I look around and see many of the metrosexuals like J6pack drinking their green bottles and speaking as if they were of some importance to society. But we all know you and your like are all $30,000 millionaires up to your neck in debt. You and your green bottle beer drinking friends make me sick, get back in your camry and drive north where you belong. And of course my apologies if you are a True Texan. In which case we need to talk.

      • Don’t know what part of Texas you’re from, but we don’t disparage women, call bars “establishments” or like a lot of “reinventing” of things that are just fine the way they are down here.
        Nice try.

  3. Born in Houston, grew up with the iconic package that proudly shows the Lone Star. Sorry, I like tradition and when a packaging agency comes up with crap I call it like I see it, just like you do.

  4. Didn’t mean any offense to gentile womanhood. The use of the word establishment came from ole Gramps. He always had a way with words. Born in Sweetwater TX and I think he was 4th generation Texan. His name for the sleezy and rough bars around was always “that fine beer establishment over there”. (insert drawl) Inside joke that only I get. sorry. I totally understand the reinvention thing. I too like things the way they were. I also know that Lone Star unfortunately is not the best seller. DONT ASK ME WHY! If they have to change colors to keep selling beer then so be it. Having said that I love the over analyzation going on here. Truly love LS and do respect the opinions. All in good fun. So let me ask this, do the bars in your neck of the woods serve the greatest beer on earth?

  5. I LOVE this one…….anything is better then the one they have now i really dislike this new one they have now……The new BOXES are terrible!!!

  6. Why did they change they just change the design..Anyone know???