For the rebranding of Pug Ryan's Brewery and Tap Room, we delve into the history of Colorado during the early 20th century. Pug Ryan became infamous as a notorious outlaw, exemplifying the themes of lawlessness and adventure that defined that era. He planned to rob the Denver Hotel, which resulted in a dramatic shootout and a subsequent four-year search for his capture. Accounts of his whereabouts vary; some suggest he still roams Summit County, Colorado, to this day. We use this compelling story as the foundation for a new brand idea that resonates with our drinkers. The brand incorporated a design aesthetic and typography that reflect its outlaw roots, capturing Colorado's wild and unregulated spirit at the turn of the century. Thus, “Brewed for the outlaw in you was born.”