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Branding | Packaging Design | Marketing Campaign | Motion Graphics

Berkshire Brewing Co.

This beloved Western Mass brewery approached us to do a rebrand to celebrate the 20 year milestone.  They wanted to honor where the brand had been, but update the look to appeal to a new, younger and more sophisticated beer audience.  With the rebrand came the opportunity to also give their impressive 22 beer line up their own unique brand and color scheme.

Client 

Berkshire Brewing Co.

 

Role 

Art Direction & Design

 

Agency

IdeaCo.

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Year

2015

Challenges

Part of the challenge with this one was convincing the client that by updating the overall brand and packaging we would be widening their ability to reach new markets. The owner held tightly to the belief that by changing the look and feel of the brand, they would lose their equity and alienate their most ardent fans. I was committed to listening to the clients real concerns about the future of this beloved beer brand and worked closely with him to update the brand and packaging that planted them firmly in the 21st century while honoring the lineage and legacy of the brand. As I continued to work closely with the client over several years, the trust built in those initial stages afforded me a level of design autonomy as their newly launched beers were brought to market for a younger, hipper, and generally more design aware audience. As a result Berkshire has seen a noticeable spike in sales for their newest brews released in 2018 and a broader reach across digital channels resulting in a ton more engagement.