Drink Craft. Live Easy.
As San Diego’s first microbrewery, Karl Strauss Brewing Company has built an undeniable legacy on the craft beer scene. In today’s rapidly accelerating industry—with an influx of newcomers—Karl Strauss is still releasing award-winning beer and expanding brewery restaurants. In all this, we saw an opportunity to sharpen the Karl Strauss story.
After immersing ourselves in the brand with brewery and restaurant visits, chats with beer enthusiasts about current brand perceptions, and of course, generous amounts of beer, we arrived at a new tagline: Drink Craft. Live Easy. This fun, expressive message is a strong reminder that after 26 years, Karl Strauss still stands for craft beer and the craft lifestyle. It reestablishes the brewer as a local beer icon and connects their approachable attitude to the laid-back lifestyle associated with San Diego.