For a school assignment, Canadian designer Nick Johnston decided to revamp Pabst Blue Ribbon packaging. Two primary goals were pursued in this project that centered around a revival of the visual image and the reduction of material.
To tackle the latter, Nick decided to avoid the use of extra paper as padding between the bottles in the six-pack. In removing this grid, a perforated lid was positioned around the necks of the flasks. The question of a handle was then in need of addressing since no inserts were available to shape one.
It's here that the "ribbon" in the name of the beer was used as an integral component of Pabst Blue Ribbon packaging. A short length is fastened to the carton top spacer to create a loop for easy carrying.