A Czech liqueur with a storied history, Becherovka had fallen into obscurity by the 21st century. Tasked with relaunching the brand in Colorado aimed at hockey fans, in addition to the usual in-bar materials we proposed the Becherovka Berzerkers, a team of outgoing women who would create buzz in the bar during hockey games, and the Slamboni, a chilled shot-dispensing machine.

Illustration: Lucid Arts

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