Since 1948, Kentucky Eagle has distributed beer all across the state. In 2018, Tate Sherman took over as third-generation president. She encountered a dilemma unique to successful enterprises: how to sustain what her family has built, while making her mark on the company. The business now includes over 1,500 accounts, who recognize its exceptional service. Still, Kentucky Eagle was not a household name. We came on board to help celebrate their history and build a brand moving forward that would elevate awareness in the communities in which they operate.
We dove deep, learning about their history and vision for the future, surveying employees, and going on ride-a-longs. Through this, one thing was made resoundingly clear: the Kentucky Eagle story and the deep connection everyone in the company feels to it is central to their identity. We recommended a wordmark as their logo, allowing the power of the Kentucky Eagle name to speak for itself. Behind the redesigned logo is the signature of founder O. A. Bakhaus. Before this exercise, Kentucky Eagle’s trucks featured the products they sold, namely Budweiser. Their vehicles now display the new logo, announcing Kentucky Eagle wherever they go.