BRAND IDENTITY

“The best bods in baseball are here! Introducing the Wisconsin Beer Bellies. For one weekend only on July 26th and 27th, the Chinooks will assume an alternate identity, becoming the Wisconsin Beer Bellies.

The brand pays tribute to some of Wisconsin’s most beloved pastimes – baseball, beer, and a body physique we are proud to embrace. A fun and flavorful homage to the state’s rich brewing heritage and good natured fandom.

The Wisconsin Beer Bellies will showcase new uniforms for the weekend which includes a jersey auction starting on July 26th and ending July 27th during the game.

The alternate identity has been in development since last season by the team’s front office. The Beer Bellies branding and logos was created by Jack Powers, who has developed other alternate brands for several Northwoods League affiliates including the Up North Cork Dorks for the Traverse City Pit Spitters.”

- Lakeshore Chinooks, 2025