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		CHALLENGE: This novelty beer company's identity and package belied the creativity behind the venture with generic graphics that lacked energy and interest. CONCEPT: This conceptual package plays on the Wild West theme, utilizing wanted posters and period typefaces. The ChiliBeer with a 'Fugitive Pepper' was created from merging hot fiery chili with the intense consumer interest for the beer. RESULT:The result is an merging of a memorable brand with a memorable beer. The fun design incorporates a devilishly styled chili pepper character and its counterpart 'Angel Pepper' for the brand's light brew.