Fat Tire

Brand Identity
Collateral Deployment
Merchandise & Apparel
Strategy & Positioning

Provided by Andrew Maguire
Rebranding an American Craft Beer Icon. Influenced by an aspirational Colorado outdoor lifestyle, inspired by Import simplicity and driven by Domestics unwavering independence, this 28 year old cruiser has been repositioned and redesigned to be a purposely driven lifestyle brand outfitted with a hell of a lot more looks to come. A complete brand world was developed to support the new rebrand including apparel, outdoor lifestyle utilitarian goods, tap handles, truck wraps, on/off premise collateral and more.

Featured on Gear Patrol.
- Kyle Bradshaw,
Director of Brands at New Belgium

“It’s a great blend of contemporary and classic design elements that we believe our loyal drinkers will appreciate, and it gives us a platform to introduce our brand to a new generation of beer loving, outdoor enthusiasts.”
A Distinctly Different
Design Studio™

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