Lagunitas Rebrand
What started as a garage home brew experiment has matured into craft beer powerhouse Lagunitas. They celebrate their independent roots, love a good time, make a point to tell the story of each beer, and have a good sense of humor (they named a beer "Undercover Investigation Shut-down Ale" after a marijuana sting at the brewery).
Known for breaking design rules (count the number of fonts on some beer labels), Lagunitas was recently purchased by Heineken and wanted to modernize and organize their site and branding with a redesign. We wanted to echo the character of Lagunitas in the design, so we're using irregular typography to establish a handmade aesthetic, physical elements and textures from their brewery, halftone textures to reference printing and production, and language and characters to show their irreverence.
