TRULY INDEPENDENT AND ADVENTUROUS
LUCKY LUKE BREWING CO.
THE BACKGROUND
Lucky Luke Brewing Company is proudly based in the high desert town of Palmdale, California. Specializing in adventurous and rustic ales and lagers, the dedicated founders, Brian and Samantha Schmitz, put in significant elbow grease, along with some late-night hours, to create and perfect the quality of the pints they serve across their three unique locations. Back in 2017, they took a proactive step and reached out to refresh their packaging visual identity and system to enhance their brand's recognition and bring awareness beyond just their local neighborhood.
Services:
Brand Identity, Packaging Design, Print Collateral, Apparel Design
Photography:
Dietter Aragon
BEFORE
AFTER
BUILD A BRAND AROUND ONE MARK
Owners Brian and Sam were committed to honoring the brand equity they had carefully cultivated before our collaboration. Together, we decided to enhance their existing brand mark by building a more comprehensive visual identity that complemented and elevated its original spirit. Our approach focused on adding depth and flexibility to the brand’s look while preserving its core essence. As the identity evolved, we introduced additional brand elements to further enrich the visual system, providing a cohesive foundation that would support future growth and adaptability.
REIMAGINING THE PACKAGING
To launch the refined branding, I implemented the new visual identity across a range of packaging formats, ensuring each design captured the brand’s updated look. This rollout included the core lineup of flagship beers, as well as various seasonal releases, each with distinct visuals to reflect their unique flavors. Additionally, I designed for the CAN-DEMIC series—a special collection released during the COVID pandemic to offer fans new, one-of-a-kind brews. Each label was crafted to resonate with local fans, blending the brand’s core identity with an approachable and memorable design.
