The glowing Fat Tire neon has long been a beacon in river and mountain towns across America: a vibrant red bicycle signaling not only that crisp, cold beer waits inside, but that it waits for you, fellow outdoors lover. More recently though, that iconic neon is looking a little different—and it’s hoping to attract a more diverse audience, too. That's thanks to a recent rebrand that’s putting bold design and climate advocacy front and center in bars and beer aisles nationwide.
As design obsessives and lovers of Mother Nature (and occasional collaborators with the beer brand in question), we were curious to dig into Fat Tire’s brand refresh, executed by LAND design studio. After a handful of conversations with Fat Tire Brand Manager Taylor Boyd, it became clear the effort has been organically incubating behind the scenes for years.
“Fat Tire has spent decades establishing credibility and equity in the outdoor space. The whole thing is based on bikes—it’s literally in the name,” Boyd tells Field Mag. “But we want to talk to people who aren't necessarily only drinking a beer after they’ve climbed a fourteener. Fat Tire is for everyone.”