Peter Hand Extra Light beer label
Roc Mitchell’s Dimensia (Alphabet Innovations, 1971) in use for a beer label by the Peter Hand Brewing Co. The letterforms in the “Light” wordmark were modified to varying degrees. Dimensia came with small caps that could be combined with the lowercase glyphs for “common case” settings.
From Wikipedia:
The Peter Hand Brewing Company was an American brewery established in 1891 by Prussian immigrant and American Civil War veteran Peter Hand in Chicago, Illinois. The company is notable for popularizing the light beer recipe it would later sell to Miller Brewing, which thereafter rebranded it “Light Beer from Miller”, and, ultimately, Miller Lite. When the brewery closed in 1978, it was the last brewing company in Chicago, until Sieben’s River North opened in 1987.
3 Comments on “Peter Hand Extra Light beer label”
Looks like this brand hit the market in September 1975. Here’s the first ad I can find for it, from that month:
These ads began appearing in print more frequently in early October 1975, with much more Dimensia. It looks like it was discontinued by mid-1979.
Thanks, Ryan! Happy to see the “c.1975” date confirmed.