Redesign projects are usually more difficult than a brand new one. Some features worked in the past but should be updated and adapted to modern times. Standard Black was in charge of Colt 45 redesign, which almost seems effortless. We know that when there are subtle changes made it means there are tons of work behind. Colt 45 drinkers know who they are, and they know their lager. But for loyal fans everywhere, their brand of choice needed an update, and some of its past identity – “Works Every Time” we’re looking at you – did not age well. Colt came to Standard Black with a challenge; refresh the brand, with respect. It’s a drink people are proud to hold in their hands. Standard Black set out to make it look the part. Completely redesigning the brand’s visual world from the ground up, refining the elements that worked, redefining the rest. Overall there's been a surface cleaning, making it look updated with all the new negative space around. Also, resizing the brand's logo seems to be a smart move.

And it didn’t stop there. The brand voice needed an evolution too. A way of talking to people – and talking about the product – that stays true to the well-earned swagger at the core of Colt, but with an approach that works better in the here and now. By losing one very loaded word, and finding a truly authentic no-BS tone, Standard Black helped Colt 45 change the game without changing their classic flavor. So, why don't you grab a cold one before scrolling? ;)