Seth & Riley’s Garage Just Got a Face-Lift

At the heart of Seth & Riley’s Garage is a mission to inspire people to squeeze more out of life. The refreshed identity brings that spirit to life through a more distinctive, confident, and cohesive brand expression.

Built for today’s fast-evolving flavoured alcoholic beverage category, the new system introduces greater clarity, energy, and recognisability across every touchpoint, from packaging to in-store execution.

Same brand, new next-level energy

Seth & Riley’s Garage is not changing who it is. It is amplifying what has always made it stand out. The system is built to flex across flavors, formats, occasions, and ABV levels, while keeping the brand strong, unified, and unmistakable.

The new visual identity marks an important step in Seth & Riley’s Garage’s growth journey. It supports the brand’s ambition to show up with greater impact across markets and reflects Carlsberg Group’s Accelerate SAIL strategy, with its focus on building long-term brand value while capturing growth in the Beyond Beer category.

Designed for scale and built to stand out

In a competitive and rapidly growing category, distinctiveness matters. The refreshed identity gives Seth & Riley’s Garage a clearer and more recognisable brand system, helping markets activate the brand consistently without losing its bold, squeeze-more-out-of-life attitude. The result is a system that balances control with energy: structured enough to support global scale, flexible enough to retain the confident character that sits at the heart of Seth & Riley’s Garage.

Bringing this vision to life was a true team effort. The new brand identity system is the result of outstanding creative work from our design agency, Missouri, developed in close collaboration with global and local brand teams and the Global Design Team.

Rushiel Pema, Global Brand Director, says:

“Seth & Riley’s Garage has always been for people who choose their own lane. People who know life is better when you squeeze more out of it. As the brand continues to grow, we wanted an identity that captures that spirit with greater confidence and consistency. The new design strengthens the assets that make Garage distinctive, creating a brand experience that is bolder, more recognisable, and built to stand apart in a category where too many brands follow the same playbook.”

By strengthening its most distinctive assets and creating a more cohesive expression across every touchpoint, Seth & Riley’s Garage is better equipped for its next phase of growth: same unmistakable attitude, sharper than ever.