Ghost River Brewing Co., Memphis’s first craft brewery, came to us as they prepared to expand distribution and open their first taproom. With new investment and renewed ambition, they needed a brand that could stand out in a crowded national market—something bold, distinct, and deeply connected to the city that had always rooted for them.

We led a full brand overhaul, starting with strategy. Through focus groups with brewers, bartenders, beer lovers, and retailers, we uncovered a key insight: the tree in their original logo didn’t hold up at scale and held little meaning, but the name—and the beer—had strong equity. We developed a new visual identity centered around a lantern, symbolizing leadership and exploration, along with the tagline “Made to Wander.” From packaging and beer names to merch, signage, and social campaigns, we built a darker, more mysterious brand that leaned into Memphis pride and creative storytelling.

The rebrand gave Ghost River a refreshed identity system and voice that the community could believe in—something that looked as good as the beer tasted. It boosted morale inside the company and gave fans, retailers, and partners the confidence to rally around a local brand with staying power.

Creative Strategy, Direction & Relationship: Conviction /  Copywriting: Dan Price /  Art Direction & Design: Matt Stevens