The Grain Belt brand has changed a lot over the years. It’s changed owners, breweries, beers and even cities. That means there’s 125 years’ worth of sales tools, posters, neon lights, giveaways—you name it—that are still in use today. Grain Belt needed to create a cohesive brand using 125 years of widely varying historical design. And it all had to fit together in a way that felt deliberate, modern and—most importantly—friendly.