Vice and Safari Sunday Tap Old Pub For New Beer

Vice Media and AB InBev have partnered to bring out a new beer, Old Blue Last.  Safari Sundays was tasked with creating a brand that could bring to life the essence of Vice combined with the product credentials of 120 years of brewing from Anheuser-Busch. This started with paying tribute to The Old Blue Last pub, a London bar owned by Vice since 2004, with a history of  debauchery as well as a home for artists dating back to Shakespearean times right on up to Diplo and Amy Winehose. Safari Sundays placed the crest from the pub signage at the heart of the brand identity, supported by a very simple and contemporary logo mark inspired by Vice’s own raw brand language and across two can colors: silver and gold.


Vice executive Andrew Creighton comments: “Pubs and beer are the social fabric of our communities … The Old Blue Last is the best pub in the world, ringing Vice’s spirit to all who pass through. I’m beyond excited that we’re now bringing that spirit through Old Blue Last beer’. Safari Sundays designed the brand strategy, logo, packaging, and tone of voice. Agency credits go to Creative Director Adam Walko and Senior Designer Matt Smiroldo. Collaborators at the client include Global Executive Creative Director Tom Punch; Executive Design Director Matt Schoen , Design Director Adam Mignanelli , and Senior Designer Kat Aileen.