For decades, Lake Beverage used a logo designed with Anheuser-Busch in mind — one that, by the client’s own admission, gave off strong Laverne & Shirley vibes. Despite this, the company thrived, thanks to a dedicated leadership team, strong industry relationships, and a hardworking, people-first culture.

To help Lake Beverage evolve and better connect with today’s craft beverage market, we led a full brand refresh. It began with a brand workshop that shaped a strong brand position and manifesto — a rallying cry for the company’s future. From there, we designed a new logo that better reflects their broader role as a distributor, no longer defined solely by Anheuser-Busch (though, if you look closely, the King of Beers still keeps his crown).