Our work on the Lake Hour packaging system is like Alan Jackson skiing in jeans: it’s alluring and absolutely soaked in nostalgia. Inspired by some ‘80s beer cans and the famous Bartles & Jaymes wine cooler commercials of lore, we worked to create a brand universe that feels like it’s plucked right out of the Finger Lakes of New York. Some of the finer artistic details came to life thanks to famed scratchboard illustrator Steven Noble, whose lake scenes and biplanes grace each and every can.

The brand comes complete with a variety pack that’s at home in any general store, and when you take a look up close, you’ll get a taste of a brand voice that feels like it belongs in “Wet Hot American Summer.” All together, each piece of the identity makes for easygoing, sip-back-and-relax days — plus the kind of print ads you’d usually only find next to the beer fridge in your uncle’s garage.

So, next time you’re looking to take it easy, grab some Lake Hour. They’re perfect for enjoying on the lake, in the woods, by the fire, sunset cruising, canoeing, canoodling, kite surfing, bocce balling, dancing, clubbing, and wedding-ing. Bottom line? Lake Hour is perfect for whatevering.