Lagunitas | Benjamin Allison


Rebranding a Craft Beer Icon

Beer Design / Beverage branding / Brand design / Packaging

In October 2021 I was hired to rebrand Lagunitas and redesign their entire portfolio of craft beers. Heineken acquired Lagunitas for ~$1B in 2017, and after several failed rebrand attempts with multiple external agencies, as well as an internal creative team, I was entrusted with the job.

When I joined, the rebrand was at risk. I was able to deliver quick wins which allowed us to hit all our research, production, and sales timelines. I delivered clear creative vision, executed with efficiency, producing designs which exceeded all research expectations. Despite the entire craft beer category experiencing decline, one of the redesigned brands, Maximus, is seeing double digit Y.O.Y. growth, as is their Hoppy Refresher product which created a whole new beverage category.