shiner texas spirits
Made the Texas way
Brand Strategy, Brand World, Packaging and Campaign
As one of its few authentic originals, Shiner is Texas’s most beloved beer brand.
So our task was twofold: rebrand Shiner Spirits with a clear purpose and a distinctive design language. Not as a spin-off, but a fully formed expression with the presence to stand tall alongside the beer.
And become a Texas legend in its own right.
The Challenge
The Opportunity
To transform Shiner Spirits into an authentically Texan brand that builds on Shiner’s status as a true original - one made to grow with Shiner’s beer audience as their taste evolves.
Made the Texas Way
Not just a slogan, but the backbone of a true Texas brand; a positioning idea bold enough to carry bourbon, gin, vodka, and whatever comes next.
Not just where it’s made, but how. With pride, patience, and as authentically Texan as you can get.
No lectures, just fine spirits.
Shiner drinkers aren’t just loyal - they’re curious.
But when it comes to spirits, they’re not looking to be schooled, just served.
So we focused the rebrand on creating a range they could trust, enjoy, and call their own, with the same straight-talking, uncomplicated ease they already love Shiner for.
Texas by Design,
Texas by Nature.
Shiner Spirits needed to carve out its own unique take on Texas.
We looked beyond aesthetics, tapping into the rich textures, materials and everyday rituals that defined real Texas character.
Everything we created - from the hand-illustrated logo type to custom type and storytelling-led illustrations - was designed to feel lived-in, unfussy, and unmistakably true to place.
Not just inspired by Texas, but drawn from it, with depth, dust, and dignity.
From Brand World
to Real World
We took Made The Texas Way beyond the bottle, building bold, campaign-ready assets across print, OOH, digital and social. Every touchpoint became a chance to speak straight to consumers with the same Texas pride as the products themselves.
The proof is
in the pour
Following a successful launch, Shiner Spirits are being enjoyed across the Lone Star State and beyond.
By building on Shiner’s hard-earned equity, we created a brand that feels both familiar and fresh. Every element is strategically designed to carry the weight of heritage while creating space for what’s next.
From the visual identity to brand world to launch, we kept things clear, characterful, and built to last.
And just like the bourbon still maturing in the barrel, the full potential of Shiner Spirits is still unfolding.
The foundation’s in place.
And it’s Made The Texas Way.
