Straight to the point simplicity. That’s how NFL Hall of Famer Troy Aikman and his team developed EIGHT, a light beer with only 90 calories and 2.6 grams of carbs. We developed the design system just the same—no nonsense, clean, and direct.

Eight is understated but undeniable. It’s Troy’s beer, but the beer takes center stage. We played the same way. Simple, clever design—our brandmark is comprised of two stacked squares, making an eight from their negative space, anywhere they’re placed.

Clean and clear. Subtle but sharp. Grounded yet distinguished. We connected craft and clarity for a light beer that’s already winning evangelical praise and affinity in the real world.