Lincoln, Nebraska-based design firm Archrival was hired to help name, brand, package and market a new craft beer company that recently launched in Omaha, Nebraska. The challenge was to develop a distinct and memorable brand for the company to present a timeless image of quality, craft and fun. After several rounds of concepts, trademark testing and consumer feedback, the name was selected and the identity (including logo, corporate stationery, and brand style guide) was created. Next came development of the signage and POS materials, pint glasses, delivery truck wraps, a Web site and, ultimately, the package design for the flagship Lucky Bucket beer—a pre-prohibition lager. Lucky Bucket launched in January of 2009; demand for the beer is exceeding supply, and the brand is rapidly attracting loyal fans. Archrival is currently working on packaging for Lucky Bucket’s next product release, an IPA.