Lone Star Beer

Brand Strategy / Identity

SITUATION 

In Texas, things are pretty much “God. State. Beer.” So when “The National Beer of Texas” needed a rebrand, it was basically the third most important thing in the world. Lone Star Beer has been around since 1884. Over the course of several decades its logo and packaging had devolved. What was once simple and iconic had become messy and cluttered. There were literally dozens of stars on the packaging of a product named after a single star. 

SOLUTION 

We edged the logo back to its leaner days, held on to the elements that anchor the brand, and wiped away the rest. Lone Star drinkers, servers, sellers, and distributors embraced the rebrand. Texans began requesting the “new can” or “new bottle” when ordering at bars. Sales of bottles/cans/packs increased 23% YOY.