The public’s perception of a product or restaurant has more to do with how it’s marketed than many of us would like to admit. For example, when sub-par chocolate bars are made by bearded Williamsburg hipsters, wrapped in sexy paper, and sold for $8 a pop, they become instantly desirable to a certain subset of “foodies.”

The folks over at The Restaurant Choice decided to re-brand some of the big-gun beers—including Corona, Bud, Carlsberg, Coors, Fosters, and Heineken—so that they appeal to craft-beer nerds.

But what exactly makes you associate these reimagined mainstream beers with craft brews? Celebrated graphic designer Milton Glaser may have the answer.

“When it comes to craft beer, Glaser, who also designed the Brooklyn Brewery identity, believes that it comes down to creating a label that looks quirkily amateurish—if not downright unprofessional. ‘The one thing you don’t want to look like is Budweiser,’ Glaser says. ‘This creates a paradox: How do you deliberately create the illusion of not knowing what you’re doing when you actually do?’”

Check out a few of the redesigned mainstream beers below, and the rest over at BroBible.






[via BroBible, The Restaurant Choice]

RELATED: How “Craft” Is Your Craft Beer? (Infographic)