Bay Light

REBRAND / 2026

Arts Alive

Maryland Light Lager

Bay Light had been sitting on Maryland shelves as a generic, overlooked beer with no real identity of its own. It wasn't selling, and there was nothing about the brand giving people a reason to reach for it, so the rebrand needed to give Bay Light the character and love it never had.

BRIEF

Bay Light had no identity of its own and no clear audience when I took it on, a generic beer that got overlooked on shelves already full of options. I built the brand specifically for the working class of the Chesapeake Bay, the watermen who spend their days on the water, alongside the college kids and locals who share the same shoreline, and anchored the concept with the tagline "Take a Break with Bay Light."

I worked with East Coast photographer Jay Fleming and used his book "Working the Water" as reference to develop hand drawn illustrations of a classic Chesapeake deadrise boat and waterman imagery rooted in the real culture of the bay. This project was personal to me: my stepfather has worked as a charter fisherman on the bay for over 35 years and is a known face on the water, so I put his likeness directly on the can as a tribute to him.

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.