Evolve your brand without losing its soul

Rainier Beer Case study insight

Brand evolution is a leadership decision, not a design exercise. In this video, Chris explains why evolving a brand starts with clarity on what matters most. He shares a simple framework for deciding what stays, what stretches, and what goes away—and how that thinking has shaped Rainier Beer's evolution without losing its identity.

Relevant case studies

Result

Setting up Rainier’s brand foundation for the next 100 years. Read the case study

Result

Brewing up some new mountain fresh packaging. Read the case study

Outline

00:00

Brand evolution basics

Chris explains that evolving a brand is not about starting over, but about understanding which elements to preserve. He highlights that some rebrands barely change anything while others change too much, missing the core purpose. The key is to identify what is sacred and must remain, what can evolve, and what should be discarded.

00:28

Identifying core and evolving elements

The process begins by identifying which elements of the brand are essential and which hinder progress. Using Rainier Beer as an example, the core identity is its playful, irreverent, and mythic spirit rooted in the Pacific Northwest, symbolized by the prominent red R. While the brand’s essence remains unchanged, the tools, system, consistency, standards, and presentation need to evolve for contemporary relevance.

00:51

Protecting brand soul while updating

The speaker discusses the concept of a brand’s soul, emphasizing that while companies themselves don’t have souls, the brand’s soul exists in its relationship with people. They highlight the importance of evolving brand assets and channels while protecting this essence. The segment concludes with encouragement to be brave and stand apart.

Transcript

Hey friends, it’s Chris at Parliament.

Evolving a brand does not mean starting over. It means knowing what to protect. Some rebrands change almost nothing and call it an evolution. Others change everything and lose what was working. Both missed the point.

Here’s a simple way to think about it.

First, decide what needs to stay the same. What is sacred? Then determine what needs to stretch or change. And finally, what needs to be left in the past. What is sacred? What needs to change? What goes away?

Those are simple steps. The reality of the process takes time. Start by establishing, with purpose, which parts are core and which parts are holding the brand back.

With Rainier Beer, the core was the spirit. It’s playful. It’s irreverent. It’s mythic, with deep roots in the Pacific Northwest. And of course, the big red R was not going anywhere.

What needed to evolve were the tools. The system. The consistency. The standards. The way the brand shows up in today’s channels.

We protected the soul while updating how it speaks and how it shows up beyond the six-pack.

Companies don’t really have souls, right? A brand’s soul lives in its relationship with people. You can evolve the assets, the channels, and the way it shows up—as long as you protect that relationship.

All right, that’s it for me. Be brave. Stand apart.