Creating a Uniquely American Lifestyle Brand within Beer & Seltzer

Two Lane

Constellation Brands, the leading import beer company in the US, was looking to create a distinctly American lifestyle brand here in the US. For their collaboration with famed country music singer Luke Bryan, the company tapped Trinity to help create an entirely new brand that would capture what Bryan’s fans love most about him – his accessible, very American approach to life, where finding your way home to family and friends is the best thing there is. We first developed the American lager and were quickly asked to extend into a range of seltzers.

New Product Development
Brand Strategy
Creative Strategy
Naming
Identity Design
Packaging Systems Design
Photography & Imagery Style Guide
Brand Standards & Usage Guidelines
Identity Toolbox
Category, Audience & Brand Audits
Brand Voice
Workshop Facilitation

Trinity developed “Two Lane” to bring to life that experience of coming home – to that place where you feel most at home, wherever you are. The name and graphics evoke the quintessential two-lane highway and the romance of the destination that awaits. Housed in a guitar pick and surrounded by the Blue Ridge Mountains, Luke’s musical and Southern connection is made clear.

Two Lane beer can next to Luke Bryan playing guitar.

Two Lane beer cans next to Luke Bryan's signature.

Consumer research revealed a brand exceeding norms in overall liking and likelihood to recommend and one perfectly in line with the strategy it’s built upon – with 90% of purchasers drinking it “wherever they feel at home”