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.