Baja Brewing Company (BBC), a craft brewery in the Mexican state of Baja California Sur, had debuted a new brand identity.

This includes a full-scale redesign of its entire line of products. Newly created packaging (pictured atop) , tap handles, website and POS materials are live and painted bottles will begin shipping in late Q1 of 2017.

BBC partnered with San Diego firm Libre Design to create new positioning aimed at “modernizing the brand while visually telling Baja Brewing Company’s story,” the company says in a press release. The goal was to “establish greater brand recognition across BBC’s offerings and bring uniformity to its packaging as the brewery expands distribution in both Mexico and the United States.”

“Over the past 10 years, our beer has evolved, and it was time for the branding to follow,” says Jordan Gardenhire, founder and brewmaster of BBC.

As the official brand mascot of BBC, the donkey remains at the core of the design. Libre “elevated the four-legged advocate to be more distinct and commanding,” the company says. Libre also produced a new visual system that “embraces the natural, authentic and inspirational spirit of Cabo. Inspired from its rugged landscape, the new brand palette is historic and bold, creating a clean presence on the shelf.”

With three brewpubs in Los Cabos, BBC features eight different beer styles, plus seasonal beers, focusing on all-natural and local ingredients. The brewery distributes throughout Southern Baja and Mexico and in 2012, entered the U.S. market with its flagship blonde ale, Cabotella (CAH-bo-TAY-uh), a play on words meaning “Cabo in a bottle.”

In early 2016, BBC began importing its Mexican IPA, which is named Peyote Pale Ale in Mexico but called Por Favor in the U.S.

Both styles will be available in eight states including Arizona, California, Colorado, New Mexico, Oklahoma, Texas, Utah and Illinois.

Further U.S. expansion and the launch of cans are on the horizon, the company says.