Mike's Hard Lemonade revolutionized the beverage industry and defined a category. Over the past 25 years, they've sold half a billion cases. But even legends need a refresh. We reinvigorated the brand to remind the world that Mike's is the ultimate reward for hard-earned thirst. Because Hard Days Deserves a Hard Lemonade.

To launch this new campaign, the VCCP team revamped Mike’s visual identity. We gave the Mike’s Hard Lemonade logo a contemporary graphic makeover and introduced a scaled-down version to enhance legibility on social.

Additionally, we updated our typographic style and evolved our product photography. The 2024 campaign features product alongside our signature lemons, presenting them in a modern, realistic way with hard shadows on a grounded plane.

The visual refresh was introduced alongside our national campaign, Hard Days Deserves a Hard Lemonade. The creative made a notable impact nationwide, with an OOH & digital campaign achieving 144,804,000 A21+ impressions.


Following the launch of the new brand campaign, we expanded our work to include a comprehensive set of social guidelines. Collaborating closely with Mike’s in-house social team, we optimized our design system for both organic and paid social assets. The VCCP team also created a series of posts in-house to help kick off their redesigned Instagram feed. 

Agency: VCCP US. 2024
CCO: Jed Grossman
Group Creative Director: Gianmaria Schonlieb, Zoe Bell
Design Director: John Olson
Designer: Julia Halasz
Art Director: Michelle Greeley
Copywriter: Sean Condrick
Directors: The Perlorian Brothers
Social Media Content: Adam Nuñez


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