Midwestern powerhouse Great Lakes Brewing Co. underwent a big visual update last year (I’m super late on this one, I know). Kudos to design firm brokaw for revitalizing this brand with much improved typography and artwork, while maintaining the essence of the brand.
Unchanged for over 25 years—eons in the world of craft beer—Great Lakes Brewing Company has a rich history and passionate fan base. So we approached this project as more evolution than complete overhaul. Our challenge was to build consistency across all beers, while enhancing the rich stories unique to each one. Darren Booth’s collage-style illustrations lent themselves perfectly to the task of including authentic historical elements while simultaneously simplifying the images. Ultimately, we maintained the classic style and wit the brand has always been known for, and paired it with a more cohesive, contemporary look.