Re-inventing a brand family through packaging.
The Challenge
We were asked to create a new look for Lighthouse Brewing Company’s “Explorer Series” and “House Series” of craft beers. The goal of the redesign was to update and align an extensive, yet fractured, brand lineup, to build equity for the entire portfolio through enhanced brand presentation and storytelling, and to drive retail sales.
The Solution
The “Explorer Series” is a family of craft beers brewed to offer a little more—more hop, more malt, more character. To reflect the layers of complexity and the handcrafted nature of the beers, we developed a design system using hand-drawn illustrations to reinforce the brand’s nautical positioning platform.
For the “House Series” of craft beers, we created a design system inspired by the bold, colourful patterns found on lighthouses around the world. The flat white base colour united the family and echoed the lighthouse namesake, while the bold patterns distinguished each flavour and gave the whole series a visual presence on the shelf.
The Results
In the first month after launch, retail sales for the two rebranded series increased by 23%, while sales remained flat for all other portfolio products.
