For decades, Lake Beverage has had a logo that catered to the beer giant, Anheuser Busch, and (by the client’s admission) resembled “Laverne & Shirley”. During that time the landscape of the beverage industry evolved significantly. While there is still a call for “big beer,” there’s now a significant shift in taste for regional and local craft beer, as well as wines, spirits, sodas, and teas. Lake Beverage realized that their brand was no longer representative of who they are as a company, or representative of their diverse beverage portfolio.
We started with a brand workshop to identify exactly who Lake Beverage is and what they believe in. From that workshop we generated a brand position and manifesto—their company’s rallying cry—followed by a new logo that better embodies their position as a distributor that doesn’t simply bow to AB (although, if you look – the King of Beers still has its crown in place). To close the loop, we developed full brand guidelines, including how their brand is carried out on everything from biz cards and letterhead to shirts, hats, and pint glasses to their trucks and building signage.