For decades, Lake Beverage had a logo that catered to the beer giant, Anheuser Busch, and (by the client’s admission) resembled the Laverne & Shirley television show. The business has grown as a result of the hard work and strong relationships of the leadership team, and from a hardworking but compassionate culture. What lacked was strong branding. The nod to AB was important, but was not the basis of who Lake Beverage is anymore.
More recently, there’s been a shift in taste. Regional and local craft beer, as well as wines, spirits, sodas, and teas, are a major part of any menu. To help Lake Beverage evolve with the times, we started with a brand workshop, which led to a powerful brand position and manifesto—their company’s rallying cry. Next came a new logo that better embodied 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 business cards and letterhead to shirts, hats, and pint glasses to their trucks and building signage.