Frankfort, Kentucky-based Sig Luscher Brewery hosted their first annual Oddtober Frankenfest, which presented a unique opportunity for the brand to collaborate with the hip-hop group Nappy Roots on a limited-edition Oktoberfest style lager.

Combining inspiration from urban contemporary art, funk, and Oktoberfest proved to be a fertile ground to build a visual identity that is as unique as it is striking. The visuals were implemented across cans, posters, ephemera, and social media.

Promotions for the event created buzz around the city and tickets for Oddtober Frankenfest quickly sold out. The Oktoberfest lager release coincided with the event and sold out at a premium price point for the brand.