As the micro-brewery phenomenon was taking off in the U.S., Shiner, a small brewery in Texas with a substantial and loyal following, needed a facelift. Gambrinus, the parent company, commissioned SPD to refresh the brand while being very cognizant of the equity in the flagship brew, Shiner Bock. We embraced the well-known yellow on the label and the essence of the Germanic typography, and spun off from there to expand the new look and feel throughout the product line, including labels, caps, coasters, packaging and point-of-sale. The discovery process to become familiar with the industry, brewery field trips and endless taste tests was a tough assignment. But somebody had to do it. Right?