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B+L worked with Lakefront Brewery on brand development, package design, advertising and public relations, quadrupling its sales in a period of less than 8 years.


Part of the brand development process was a brand guidelines book, used as a foundation for all of Lakefront’s internal and external communications. The book is an invaluable tool in maintaining a focused and memorable brand identity.

Expression of Lakefront’s working-class ideals and lighthearted attitude came through in the functional approach to graphic elements and the straightforward, playful use of language. Executions ranged from outdoor billboards, vehicle wraps, package design and print ads to logo design and brand extensions like the Lakefront Brewery Beer Hall. Utilizing the brand guidelines resulted in a unified look and feel that speaks from single, distinct point of view.