Old Man River, a craft brewery in McGregor, IA, wanted to bring their beer to the people of Iowa. Thoughtful, right? They knew their brand pillars—German, local and simplicity—but didn’t know how to stand out in the bristling jungle of craft beers.

We stepped up and served them a name as golden as their straw-blonde beer—Einfach. German for simplicity, Einfach captures their identity in one powerful, succinct word. On the tap handles and bottle labels, simple yet sophisticated illustrations carry the weight, with a unique yet branded look for each style. Finally, we brewed up Simple Laws to adorn each leave-behind six-pack. Together, it’s a most delicious way to inebriate beer buffs with simplicity.