Keg Guys was created as a fresh extension of Fuller Liquor Co. to serve a younger, event-driven audience while staying connected to the parent brand’s heritage. The identity needed to feel bold and approachable, with playful energy that would resonate at parties and social gatherings while still being grounded in a professional retail system.
The Ask + Brief
Strategic Approach
The Ask + Brief
Keg Guys, part of Fuller Liquor Co. (established 1993 in San Diego), needed a brand identity that separated its event-focused keg delivery service from its traditional retail operation. The goal was to create distinct but visually connected sub-brands—Keg Guys for events and Beer Guys for retail—within one cohesive system.
They wanted one
Keg Guys, part of Fuller Liquor Co. (established 1993 in San Diego), needed a brand identity that separated its event-focused keg delivery service from its traditional retail operation. The goal was to create distinct but visually connected sub-brands—Keg Guys for events and Beer Guys for retail—within one cohesive system.
They wanted one identity system flexible enough to carry two distinct personalities. The keg division needed to emphasize expertise in event delivery and party services, while the beer division needed to highlight the company’s wide selection of retail offerings. The challenge was to make them recognizable individually while reinforcing each other within a shared visual family.
Role
Strategic Approach
The Ask + Brief
Lead Designer and Creative Director responsible for concept development, identity design, and the rollout of the brand system across print, retail, and digital channels.
Challenge
Strategic Approach
Strategic Approach
Fuller Liquor Co.’s unified identity obscured the distinction between its event delivery service and its retail storefront. The challenge was to create clear separation while maintaining visual unity—two personalities under one brand without fragmenting perception.
Strategic Approach
Strategic Approach
Strategic Approach
The solution centered on clarity through duality. Instead of stretching a single name across diverse functions, the strategy established two complementary identities that shared core visual DNA. Elements included a circular motif, bold typography, and playful illustrations to balance approachability with professionalism.
Design Execution
• Identity System: Circular logo referencing beer caps and keg tops, unified with bold typography and character-driven illustration.
• Dual Characters: Two illustrated figures, one representing Keg Guys and one representing Beer Guys, giving each sub-brand its own personality.
• Dual Colors: Red as the primary color for all Keg Guys advertising and packaging, blue as the anchor for Beer Guys retail signage and promotions.
• Typography & Lockup: Bold type wrapped around the circular motif for consistency, while flexible enough for standalone use by each sub-brand.
• Versatility: System scaled seamlessly across keg stickers, delivery packaging, storefront signage, digital ads, and event banners.
Production & Collaboration
Collaborated with sign fabricators and sticker producers to preserve logo clarity and detail at all scales. Tested keg delivery packaging for adhesion and durability to ensure brand integrity through handling and transport.
Results
The new identity clarified consumer perception. Customers instantly recognized whether they were engaging with event delivery or retail services. Keg Guys became the go-to for party delivery in San Diego, while Beer Guys gained traction in retail. The playful, energetic brand stood out visually in both contexts.
Reflection
This project reaffirmed that dual branding works best when shared visual elements unify distinct functions. The two sub-brands now function effectively on their own yet reinforce each other as part of a single visual family. The system balances character and credibility while enabling cross-promotion.
Ready to define a brand identity that serves multiple roles clearly and memorably?
Saad brought our vision to life and gave us a two-in-one brand that truly connects with our customers. Sales jumped, and the feedback has been incredible. Every step was thoughtful, strategic, and well-executed.
— Owner, Fuller Liquor Inc.
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