Lions Paw Lager is a core beer and a local craft favorite. We are always humbled when someone claims that Lions Paw is their go-to beer. I dug into the archives to uncover the story behind this beer. Now, it should be noted that the full story was never published and released for the public to read. But, I do find myself compelled to reveal another prairie storybook tale. Sometimes the value in looking backwards is to see how far you have come!

With all of that said, who’s ready for a Fernson History lesson? Let’s revisit the story about the Lion in the Woods, or the Importance of Having a Look.

The Lion in the Woods

There’s a town not too far away from here--I never went there much myself, but there was no doubt they had a lion problem. Most hours of the day you could hear it roar, even from the next county over. Day and night it was grumbling somewhere in the woods nearby.  We all just assumed it was best to keep our distance.

Kids would tell each other ghost stories about the Lion in the Woods. The old men who spend too much time at our pub would talk about the times they saw him: “Tall enough to look you dead in the eye and a neck that would take two grown men to wrap their arms around. Teeth like white daggers,” they’d say.

Then one day it stopped.

I finally worked up the nerve to head over the following morning, and when I got there the whole place was buzzing.  I asked someone what had happened and she told me a man had passed through town and asked about the noise. He sat and listened to their stories and their lore about the lion, and after the tales were finished, he quietly stood up, walked to the edge of town, and paused for a moment at the tree line before passing into the forest.

The townspeople stood as they stared down the trail--afraid to follow--and waited. In hushed voices some called him foolish. Some said he’d just walked to his death. But after a time, the air got very quiet and all waited with eyes fixed.

Five minutes.

Fifteen minutes.

Thirty.

Then the brush quivered and they gasped, expecting the lion to vault from the woods. Instead they saw the man’s figure reemerge and the people let out a collective sigh. A girl noticed he carried something in his right hand and he showed it to them.  A long thorn from a thistle.  She asked why he had it.

“Pluck a thorn from the paw of a lion and you’ll have a companion for years,” he smiled.

That night the town celebrated together in a way they hadn’t in years. Instead of roars from the lion, there were roars of laughter as people toasted and reveled deep into the night. No one asked about the lion or where it had gone, but there was a quiet realization that even though his roar was mighty, all this time the only thing he needed was a friend brave enough to help.

I was told the man must have left sometime before dawn without anyone noticing, though no one could say where to.  He came into town as if he was headed somewhere else, but didn’t seem burdened in taking the time to stop and lend a hand to the people here. Must have kept moving along his way.

I scratched my head, letting this story sink in, and I started my way back home. And as I made my way out of town I noticed two sets of tracks side-by-side heading west just off the main road—one of a man’s, and one of the biggest lion you could ever imagine.

Although this prairie storybook tale was never given an official release, the sentiment and name have remained. Lions Paw has gone through some changes throughout the years but some core design elements have remained.

Initial can Design

It was 9 years ago when Lions Paw was first available to be found where good beer is sold. Back then, you only were able to get 12oz cans of this lager. The design reflected the simpler craft beer market at that time. The style was quite minimal with one color and lacked any lion design on the can. Later on, these cans were given a larger home in the form of a 12 pack box. This is where our in house design team really flexed their prowess. The box had a fantasy map design that made it feel like the lion in the woods was just a bit more than a tale. There was even a sweepstakes idea of golden ticket box! We have a couple samples in our marketing materials of gold metallic lions paw boxes. This idea never made it past the sample stage but it is fun to dream up some new ideas from the past. Who knows, maybe you’ll be spotting a golden ticket box sooner than you think!

Lions Paw Rebrand and concepts

In 2023 the previous design was feeling dated, so we went back to our roots for the new design. We contacted CODO design, who designed Fernson’s flagship cans back in 2015. (And they handled our foundational branding back in 2013.) The purpose of the rebrand was to bring the design into the present day. They agreed the flagship cans were looking tired after 8 years of service. They were a bit dull when compared to their broader competitive set. And even more so when compared to the rest of Fernson’s portfolio. Together we set out to find the balance of creating something beautiful and compelling that stands out on the shelf. We love what they did with the rebrand and how that has allowed us to introduce new designs and beers under the Fernson umbrella!

Lions Paw Today

The tale of the Lion in the Woods and the wandering man reminds us that connection often lies just beyond an act of bravery. This wanderer was envisioned as Fernson, the face of the original logos. However, that concept never fully took root. Today, Lions Paw carries on that spirit of connection—not through the pain of a thistle, but as a beer meant for sharing. Whether it’s stories or time together, reach out, enjoy a pint, and keep wandering. Cheers!

Words By: Cole Casper