Garage Beer used to be a craft brewery content to play regionals, but thanks to some smart branding and high-profile investors like Travis and Jason Kelce, they’re gunning for nationals now. Last fall, Forbes’ Jeanette Hurt reported that this once-local brand has become the fastest-growing beer in the country, and its shiny, professional look by Creature Theoryfeels pretty far removed from its DIY origins.

The boxes and cans lean into an all-American look with low-key color palettes, a straightforward illustration of its basketball-hooped namesake, and a sleek script logo that looks straight out of an auto shop. It’s a classic “beer for the average Joe” kind of look that makes immediate sense in a grocery store aisle, but knowing the brand’s smaller-time origins adds a bit of intrigue to Creature Theory’s work. While a person who’d never heard about the brand before likely wouldn’t feel any pull towards reading between the lines of the design, there’s something intriguingly ironic about a rapidly expanding “little beer that could” using such modest imagery for wide release.