ODD Brewing wanted a design for a new everyday beer a lager/pilsner with a simple purpose but a fun twist in the branding. The brief pointed to an obvious but underrated audience: the everyday dad, the person who probably drinks more beer than anyone else on a Tuesday night.

Taking inspiration from Liquid Death, I leaned into the idea of placing the beer in unexpected contexts showing up at concerts, in waiting rooms, even at the doctor's office. The concept plays with the idea that you never quite know where Pappas Pilsner might turn up next.

The result is a brand with a quiet toughness to it. Unpretentious, a little deadpan, and very much at home wherever it lands just like the guy drinking it.