- Designer: Pabst Blue Ribbon Internal Creative Team
- Category: Packaging Design — Beer
- Project Brief: Create beer packaging that transforms a PBR 12-pack into a wearable Jason Voorhees mask, combining recognizable horror imagery with a playful Halloween experience.
Beer packaging fights to stand out in a cooler crowded with the same red, white, and blue cues. Pabst Blue Ribbon and Horror Inc turn the whole box into a wearable Jason mask, giving the 12-pack a second life as a Halloween costume.
The front panel prints a scuffed hockey mask at near life size, with pre-marked eyes and straps and a "cut out mask eyes to become Jason" line that spells out the trick. It reframes the carton as a template, so the pack does something after the beer is gone.
The PBR heritage look holds the design together, keeping the ribbon logo and the "established in Milwaukee 1844" script under the horror overlay. Blood-red splatter and a rough hand-lettered logotype rough up the tidy brand without hiding it.
The tradeoff is print realism, since the mask reads best flat on the shelf and gets rougher once the box is cut and worn. It earns its shelf turn on concept alone, though the finished costume looks more novelty carton than convincing mask up close.
