SARANAC BEER

SARANAC - PRESERVING A BRANDS AUTHENTICITY

The nation's second-oldest brewery was about to launch a premium beer under a generic name — walking away from 130 years of authentic heritage without realizing it.

I rebranded the product as Saranac 1888 All-Malt Lager, rooting it in the brewery's Adirondack origins and founding year. The packaging was designed to feel like it had always existed — weathered pride, honest craft, the visual language of a brand that had earned its place. We also created Season's Best, the brewery's annual Christmas brew, giving the brand a ritual moment that deepened loyalty year after year.

The results spoke for themselves: an International CLIO Award for Best Beer Packaging, and "Saranac" becoming the brewery's flagship brand — driving category leadership and a full revival of relevance for one of America's most storied breweries.

Sometimes the most powerful creative decision is knowing what not to throw away.