After enjoying over a decade in the spotlight, the first American Craft Beer brand, Fat Tire, was losing its cultural relevance and quickly becoming a "safe choice" craft beer at chain restaurants. Fat Tire was down 30% in sales 2018, and they reached out to the studio to revitalize and resposition the brand to attract a new and aesthetically driven outdoor lifestyle consumer.

"Born on a bike" and first brewed in a Colorado basement, Fat Tire is the official beer of the Rocky Mountains and the giant, restless heart of Colorado outdoorsmanship. Inspired by the simplicity of import and driven by the unwavering independence of domestic, the studio gave this 28-year-old cruiser a revitalized look, tone, and feel while retaining elements of its classic frame. With this redesign, we positioned Fat Tire as a purpose-driven lifestyle brand, reintroducing the iconic craft beer to the hikers and mountain bikers it was made for. Outfitted with a hell of a lot more than a new package, the Fat Tire brand world was born, complete with apparel, outdoor lifestyle utilitarian goods, tap handles, truck wraps, and more.


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