Crafting Eureka Heights’ Lucky Life Rice Lager Branding
Eureka Heights Brewing Company started in 2016 with a simple dream shared by six friends — to craft high-quality, approachable beer. Today, it’s a beloved name among Houston’s craft beer enthusiasts.
When inspiration struck for their Lucky Life Rice Lager, the challenge was clear: create a design that made people feel lucky just holding the can. Traditional “lucky” symbols like dice, coins, and clovers didn’t capture the deeper spirit of prosperity, joy, and community they wanted. We needed something fresh, feel-good, and unmistakably Eureka Heights.
Buzz?
Everywhere.
Packaging?
Neon-lit.
Cans?
Flying off the shelf.
Our Design
Process
We kept in mind that Eureka Heights’ visual identity is playful and unpretentious, with clean, bright illustrations that stand out on crowded shelves.
Research and Inspiration
Inspiration struck right within the brewery. The design pays homage to Lucky, the Japanese Lucky Cat, a beloved fixture of Eureka Heights gifted by their landlord as a symbol of good fortune. Lucky has become a part of the brewery’s charm, waving at everyone who walks through the door.
Refinement
We experimented with several iterations, tweaking the mascot’s expression, background colors, and layout until the balance was just right. The objective was to maintain legibility from a distance while ensuring that the can design held up on both digital and physical mediums.
The design process is just like grabbing a beer with friends
You need to talk to each other. Great branding doesn’t happen in isolation. It’s a shared journey where everyone at the table contributes: the brewer’s story, the consumer’s experience, and the designers’ vision. Together, these elements mix and evolve, much like the perfect blend of malt, hops, and yeast, to create something authentic and unforgettable.
Every design asset had to look and feel like Eureka Heights. And we knew the best way to do that was by working hand-in-hand, with plenty of drafts and even more laughs along the way.
What It Means To Find Your
Marketing REFUGE
“REFUGE has been great to work with! They bring both professionalism and creativity, which can be a tough combination
to find.”
Casey Motes
Owner of Eureka Heights Brewing Company
