On its face, fishing and beer go hand in hand. There’s nothing quite like sipping on a crushable lager, pilsner, or Belgian-y wheat ale while casting off and hoping the lake gods smile down on you with good fortune.

Of course, for any beer brand, that might offer a mighty small overlap on a Venn Diagram. But it does offer a sentimental pull, and according to the Swedish design agency Identity Works, dating offers plenty of allusions to fishing, so it makes sense to build a beer brand around that world. Inspired by vintage bait packaging, the agency worked with Swedish brewery Spendrups to bring Lucky Bait to life, and it’s now one of the biggest-selling beers in the country.

To see how they reeled in such an affable and approachable beer brand, we spoke with Identity Works’ Creative Director Lisa Minogue about this DIELINE Award-winning beer from the 2026 competition.