Summit Brewing helped build the craft beer movement—but in a market flooded with hype, the brand’s quiet consistency risked being overlooked. Agency Squid partnered with Summit to reignite its story and reclaim its place as the “Original Craft” of the North. We developed a bold new brand platform rooted in Midwestern values and creative that blends dry wit with deep cultural resonance. From packaging to campaigns to on-premise activations, our work reminded drinkers why keeping it cold, classic, and craft still matters.

Scope of Work:

Brand platform & creative strategy

Packaging refresh & visual identity updates

Multi-channel campaign development

On-premise and retail activations

Social, digital, and OOH content

Brand voice & storytelling guide

Impact:
Summit gained market share while reinforcing its cultural relevance, giving distributors and retailers fresh energy to rally behind a true original.