When it comes to craft beer, branding starts with the first glance at the can. Our team was brought in to refresh two iconic Eagle Park labels and launch two vibrant new cans, Serpentine and Dyeabolical. With our copywriting shaping the narrative, the result is a lineup that feels bold, cohesive, and true to Kohler's distinctive spirit.
The Collaboration: Bringing Eagle Park and Kohler Together
Kohler partnered with Eagle Park Brewing Company to release a select lineup of beers exclusive to Destination Kohler resort locations and LODGE KOHLER in Green Bay (onmilwaukee.com). The collaboration includes specialty styles and even a hard seltzer, adding a fresh, in-house brewing dimension to the Kohler guest experience.
This lineup was expanded and refreshed to include something more: elevated design, sharper storytelling, and two entirely new brews.
The Mission: Refresh, Launch, Define
Our Goals:
- Redesign two existing labels to feel modern and visually bold
- Create two new beer concepts—Serpentine (Mexican-Style Lager) and Dyeabolical (Double IPA)—with labels and copy that bring new energy and narrative
- Craft compelling copywriting that ties back to Kohler's golf-inspired personality while making each beer stand out on its own
Redesigned Classics: Sharper Visuals, Renewed Storytelling
We retained the core identity of the two established Eagle Park x Kohler beers while giving them an updated visual language. Cleaner layouts, impactful typography, and subtle golf elements help each label stand out on a crowded shelf while still honoring brand heritage.
New Additions: Serpentine and Dyeabolical
Serpentine (Mexican-Style Lager)
Named after a fairway's winding twists, Serpentine demanded dynamic design and adventurous copy. The look emphasizes graceful curves and hidden turns, mirroring the journey of the course that inspired it. Light, crisp, and refreshing, Serpentine speaks to the curious and the bold.
Dyeabolical (Double IPA)
This brew is a tribute to Pete Dye's legendary course design—visually deceptive and delightfully powerful. The label uses high-contrast colors and bold shapes to hint at the unexpected hop punch within. According to Untapped, Dyeabolical is an 8% ABV hazy double IPA featuring Citra and Citra Cryo hops, confirming its place as a standout in the Kohler x Eagle Park collaboration (untapped.com).
The Copywriting: Giving Each Beer a Unique Voice
Every label received more than a new design; it received personality. From Serpentine's crisp curves to Dyeabolical's deceptive hop punch, the tone of voice conveys adventure and distinction while seamlessly connecting to the larger Kohler brand story. Our copy helps each beer speak directly to the beer lover at just the right moment.
The Outcome: A Purposeful, Powerful Portfolio
The lineup now delivers design and written cohesion across the board. The refreshed classics stand confidently alongside two striking new additions, all reinforcing the Kohler-Eagle Park brand experience—from the first look at the shelf to the final sip. Each label offers not just a beer, but a narrative.
Key Takeaways
- Redesigns should resonate — modernizing visuals while maintaining brand roots strengthens recognition.
- New entries should feel intentional — Serpentine and Dyeabolical both complement the existing collection naturally.
- Copy and design must complement each other — they tell the story together, not separately.
