Let Your Beer Do the Talking

Otherway developed a completely new Brand World for Lagunitas, including a refreshed visual and verbal identity, an evolved tone of voice, and a unifying masterbrand platform “Let Your Beer Do the Talking.” The work is intended to bring greater cohesion across Lagunitas’ growing portfolio while reestablishing the irreverent tone and dry confidence that defined the brand’s early years.

The platform is designed to bring the Lagunitas masterbrand and its sub-brands together under one cohesive point of view: less posturing, more personality; less trying, more being. It reframes Lagunitas as a brand that doesn’t need to shout to stand out, because the beer, and the people drinking it, already say enough. The reimagined system spans strategy, messaging, identity design, campaign development, retail, digital experiences and brand behavior.

“Lagunitas has always had a unique place in culture because it never felt manufactured,” said Erin McCarthy, Head of Design and Creative at Otherway NY. “There was a looseness, a wit, and a kind of anti-marketing spirit embedded in the brand from the beginning. Our goal was not to reinvent that spirit, but to re-channel it into a modern brand system capable of unifying the portfolio while making the brand feel unmistakably Lagunitas again.”

The rollout, which includes film, social, print, OOH, will extend across campaigns, merchandise, retail environments and brand communications throughout 2026, informing everything the Lagunitas brand does, how it speaks and looks from product to marketing to retail.

The partnership marks another major milestone for Otherway, which launched its US operations in 2025 and has quickly built a reputation for helping brands navigate reinvention through strategy-led design and culturally driven creative systems.