Lone Star Beer

Our Roles

Brand Strategy
Identity Design
Packaging
Advertising

Project Team

Jaime Cawyer
Justin Childress
Bryan Couchman
Katie Higginbotham
Scott Hill
Amy Nortman
Chelsi Troop

The National Beer of Texas

At the beginning of 2018, Lone Star Beer approached Switch to recalibrate their brand to honor their extensive history but look to their future as well.

As one of the oldest breweries in America, brewing since 1884, there is no shortage of history to draw from. The brand evolution focused on retaining elements of the brand that had strong iconic recognition, stripping away aspects that had been superfluously added in recent redesigns, and bringing back historical details through a modern lens.

The outcome is a comprehensive rebrand that encompassed evolutions of logos and secondary marks, color and type hierarchy, brand messaging, audience profiles, packaging design, new product launches, and out-of-home campaigns.

Packaging Redesign

Beyond the core brand DNA, the scope extended into a redesign of all Lone Star packaging, including 6,12, and 24 packs for bottles and cans. This exercise lead to the design of Lone Star's newest member of the brand family, Lone Star 24/7. Switch lead the naming, art direction, messaging, and advertising efforts for the product launch to ensure brand consistency across all products.

Brand Deployment

Brand Guide

The primary deliverable of the rebrand was a comprehensive brand guide that was sent to all Lone Star offices and distributors. It was important to convey the evolved spirit of Lone Star across all those representing the brand.

Print + Photography 

A complete redesign of all internal communications was tackled as well, including business stationery and internal documents. Alongside photographer and Texan Eric Ryan Anderson, a photography style was established that reflected Texas through the lens of Lone Star.

Out of Home

To launch the revitalized brand, Switch was tasked with art direction for Lone Star's 2019 advertising campaigns including core brand messaging, the Texas Independence campaign, and the launch of Lone Star 24/7.