The “Life’s short, drink good beer” ethos was a way of life for Bison Brewery. They cared about brewing beers that were tasty and healthier, using organic ingredients. But how to get that across to bar and liquor store patrons? Using the prominent bison logo as a visual centerpiece, designer Molly McCoy and I created a postcard series using “toasts” as headlines that highlighted attributes of the beer, supporting the tagline “Drink more responsibly.” Copy on the back of each card further supported the toast on the front.