We worked with the Solemn Oath team to perform a flagship rebrand on three of their core beers: Lü, Snaggletooth Bandana, and newcomer Small Wave City Club.
As the brewery turned ten years old, they looked for a new visual direction to lead them into the next decade. The new-look needed to preserve the grittiness and freehand touch from their existing artwork reinterpreted for approachability and cohesion at retail.
We opted to keep one element from each design for brand equity.
The tooth (Snaggletooth) and the stars (Lü) would stay while we reinvented the rest.
Small Wave City Club was a new flagship, introduced alongside the rebrand.
An ode to our city on the lake, a nostalgic yet mighty Lake Michigan salmon takes center stage.