For over 25 years, Mac & Jack’s has been a Northwest craft beer institution—quietly producing great beer without a lot of fanfare. With plans to can their beer and move big into retail, they asked us to help them turn up the volume while staying true to their roots. We evolved their lion emblem into a retro-cool icon, built a flexible identity system, and designed packaging that stands out on the shelf without feeling gimmicky. The launch brought new beers, a refreshed website, and a marketing rollout that’s been met with one “problem”—keeping it in stock.