When Party Time Spirits opened up in Richmond, Kentucky it was the vision of one of the partners to make it a one-stop party shop. Unfortunately there was a bit of a glut of those types of stores in the college town. A few years later (and one less partner) it had morphed to a community-oriented craft beer shop and tasting room driven by the passion and interest of the remaining owner.
Now it is one of the only places around to fill growlers of quality standbys and interesting brews alike. Along with a friendly and knowledgeable staff there's also a beer buffet that allows you to select any beer in the extensive buffet to fill your six-pack. The selection of craft beer in the store rivals any in the state and still has the home town feel. In fact one of the locals' favorite things about the shop is patting the head of the mascot chocolate lab, Baxter with one hand as one browses around with a pint in the other.
However the brand was no longer pertinent. This was no party store. We started a rebrand with the name and of course looked no further than the mascot laying on the floor in front of the beer buffet. The branding platform started with a new mark for Lucky Baxter. It grew to incorporate all new collateral including cool pint glasses, advertising and signage.