LaBeau's is a beloved milkshake destination in Bear Lake, Utah with a cult following and an appetite for trend forward merch. Since December 2024 I have been working directly with owners Jeff and Tana to build a merch program where strong brand identity meets rotating theme driven apparel. Each collection feeling fresh and culturally relevant while staying rooted in the LaBeau's Americana roots.
JUMP TO: MERCH | APPAREL | BRAND IDENTITY
LABEAUS MERCH
Across 30+ styles spanning tees, crew necks, and hoodies, I developed a full collection rooted in LaBeau's brand world but driven by vintage Americana in rotating themes including racing, vintage national parks, and lake vacations. Each theme carries its own visual language while staying tethered to the brand through clever copy that leans into LaBeau's most iconic product. Verbiage was built into every theme, from "Original Full Throttle Shakes" for the racing collection to motel door hanger language for the Bear Lake vacation theme. The collection spans both LaBeau's branded styles and Bear Lake destination merch.
RASPBERRY DAYS
An annual summer event held at Bear Lake, and an opportunity to offer event specific apparel. I developed a few tee offerings for the fun summer event. Designs lean into the raspberry itself as the hero graphic, rendered large and bold across tees in raspberry and vine colorways while playing with typography while leaning into the iconic raspberry vines.
OFFSHORE x LABEAU’S BRANDING
Offshore by La Beau's is a dedicated merch shop located on Bear Lake, Utah. Briefed to develop a logo and brand mark that captured open water and watersport energy without relying on cliche ocean iconography, I built the identity around classic script and vintage type forward marks, drawing from La Beau's nostalgic energy while creating something that felt distinctly tied to the lake.
Brand Exploration:
