Sourcing & Production
Fulfillment & Logistics
Lawson’s challenged Select to evolve their visual identity and build a diverse packaging lineup brimming with as much personality as the beers themselves. Our goal was to elevate — not to pivot. We aimed to capture the essence of the existing brand, honor its roots and evolve it a way that would feel natural and intuitive to its legions of fans.
We started by identifying key brand equities that we could enhance and modernize. We refined the brand’s workmark with custom hand-drawn typography, drawing on traditional letterforms, and landed on a mature visual aesthetic that positively bursts with personality and color. In addition to developing a new packaging lineup and overall brand identity, we work closely with the brand team to design and produce an expansive collection of custom apparel and merchandise, sold online as well directly at the gorgeous taproom in Waitsfield.
Select developed digital content to amplify the brand’s message in playful ways on its social platforms.