Introduced in 2004, hike is a mass market beer brand owned by one of Ukraine's largest breweries. After more than a decade on the market, hike was losing ground due to new players – cider, craft beer and hard lemonade. The brand needed to be reinvented with a label redesign. We created a simple, bold visual identity, based on text symbols. All beer clichés were removed – no hops, mills or barrels. The brand got a minimalistic design with an expressive visual code.