We developed visual branding for Friday Avenue – American lager which is produced by Gletcher Brewery. Friday Avenue is brewed with the special malt and lagered for a long time. Due to the American hop this beer has a refreshing bitter taste. The naming reflects both the origins of the recipe and the specific beer taste, and defines the visual branding. The logo was designed as a neon sign and the whole concept is developed through the label which relates to the nightlit city. Gletcher Brewery was founded in 2011 in Klin, Russia. The beers are distributed through HoReca channels and in retail and are warmly welcomed by the audience.