• Goose Island unveils a new look for its 312 beer, designed by GRIT.
• The refresh comes ahead of “312 Day,” the unofficial Chicago holiday named after the city’s original telephone area code.

Sometimes a telephone area code becomes synonymous with the region it serves, like 212 for New York City, 213 for Los Angeles, or San Francisco’s 415.

Downtown Chicago’s area code is 312, but it’s also the name of one of Goose Island Beer’s most approachable-tasting brews. To commemorate “312” Day, Goose Island has refreshed its lager named after Chicago’s original area code. The holiday, celebrating all things Chicago on March 12th, was started by Goose Island employees 12 years ago and has since been recognized officially by the city, according to the brand.