REBRAND / 2026Bay Light
Maryland Light Lager
Bay Light
Bay Light is a light beer from the Beer Farm Brands family, made for long, hot days on the Chesapeake. It competes in one of the most crowded categories in the cooler, where national brands own the shelf and regional labels fight for what's left. The brand needed to stand out at a glance and give buyers a reason to reach past the names they already knew.
LOGO
REBRAND
PACKAGE DESIGN
WEBPAGE
BRIEF
Bay Light had no identity and no audience. A generic beer with nothing to say, overlooked on shelves already crowded with options. I rebuilt it for the working class of the Chesapeake Bay: the watermen, the college kids, and the locals who share the same shoreline. One idea anchored by the tagline "Take a Break with Bay Light."
With permission from photographer Jay Fleming, I collaborated on imagery drawn from his book Working the Water, hand-drawing a classic Chesapeake deadrise and waterman scenes rooted in the real culture of the bay. The project was personal: my stepfather has worked the bay as a charter fisherman for over 35 years, and his likeness sits on the can as a tribute.
RESULT
A full brand redesign spanning logo and packaging, social media marketing, physical signage, storefront displays, and a custom landing page gave Bay Light a complete, cohesive identity for the first time, turning it from an overlooked product into one of Beer Farm's most recognized brands and helping drive it toward becoming a top seller in the lineup, with a public endorsement from social media influencer CJ Canby, "Crab Dad," naming it one of the best beers in Maryland and the go to pairing for crabs.
