The Great Taste of Texas

Originally launched in 1995, ZiegenBock quickly gained traction, capturing market share and building a loyal following. However, by 2023, the brand had lost momentum. Recognizing untapped potential in the Bock beer category, Karbach identified a strategic white space and an opportunity to breathe new life into the once-thriving brand.

The rebrand aimed to revitalize a Texas staple by embracing the iconic German motifs that originally defined ZiegenBock, while crafting a timeless Texan look and feel. Our goal was to transform the brand into a lifestyle icon with fresh, compelling packaging.

I led both internal and external teams through all phases of the project, including: brand development, tone of voice, narrative and messaging, creative direction, collateral, POS, packaging design, and creative campaign execution.