B L O G

The Debut of a New Packaging System for Craft Beer

By Doug Bartow, Design Director, id29

Way back in 2003, not long after we first opened for business, we met up with Garry Brown of Brown's Brewing Company to help him out with his growing business. At that time, he was mostly a brewpub with some seriously good beers on tap and a growing regional following. He wanted to get into bottling and distribution, so we helped create a full brand system that allowed him to bring the product to market but also worked within Brown’s physical locations.

Original Brand System, circa 2003

Fast-forward to 2016, Garry came to us again with big plans for expanding the product line and distribution. 

Rebranding Our Own Rebrand®

In the intervening years since we first worked with Garry, his brewing operation has grown larger and far more sophisticated. His brewing team is capable of churning out a shocking number of limited-edition, experimental brews while also regularly producing their popular core styles. Growing demand for fresher, high-quality beers led Garry to transition from bottles to more stable, rugged cans.

For a few months, we worked with Garry and his team to refresh and modernize their brand in general while also developing a cohesive product packaging line that would stand out in the crowded and ever-evolving craft beer world. Moving from 12 oz bottles to 12 and 16 oz cans and cartons presented a design challenge as well as a tremendous opportunity for the Brown’s brand to evolve.

  • Cherry Razz Ale
  • Coast-to-Coast IPA
  • Oatmeal Stout
  • Vienna Lager
  • Uncommon Porter
  • Krüsh Kölsch
  • Brown Ale
  • Burst IPA
  • Double Oatmeal Stout
  • Cherry Razz Ale

    ABV: 6.5% | IBU: 15
    Color: Amber Red
    Available: 12 oz cans, all year

  • Coast-to-Coast IPA

    ABV: 6.25% | IBU: 50
    Color: Liquid Gold
    Available: 12 oz cans, all year

  • Oatmeal Stout

    ABV: 5.25% | IBU: 50
    Color: Darkness
    Available: 12 oz cans, all year

  • Vienna Lager

    ABV: 4.6% | IBU: 22
    Color: Straw
    Available: 12 oz cans beginning in February

  • Uncommon Porter

    ABV: 4.6% | IBU: 22
    Color: Coffee
    Available: 12 oz cans beginning in February

  • Krüsh Kölsch

    ABV: 5% | IBU: 24
    Color: Straw
    Available: 12 oz cans beginning in May

  • Brown Ale

    ABV: 4.3% | IBU: 15
    Color: Brown
    Available: 12 oz cans beginning in August

  • Burst IPA

    ABV: 6.5% | IBU: 66
    Color: Orange
    Available: 16 oz cans beginning in June

  • Double Oatmeal Stout

    ABV: 8.4% | IBU: 32
    Color: Darkness
    Available: 16 oz 4 packs beginning in April

Rebranded Can Designs (swipe)

We didn't abandon the visual heritage articulated in the original design, but rather refined and simplified. It’s bold and new, with room to grow as Brown’s continues to release their latest creations in cans to a wider audience.

The can release started with the limited edition Burst IPA last summer. To date, Brown's has released a diverse selection of styles across several categories. Read more about Brown's decision to launch the new canned beer lineup at Beer Connoisseur and see our full portfolio of work for Brown's


About id29

id29 is a brand strategy, design, web and marketing communications studio with big smarts, big chops and big experience. We are a team that truly cares about—and positively impacts—the success of people, companies and organizations who make the important decision to partner with us. We’re a full-service agency who has had the privilege of working for clients such as PUMA, Cobra Golf, SI Group, Bestpass, Sterling Rope and Scholastic (most notably creating and executing the national campaign for Harry Potter and the Deathly Hallows). To learn more, visit id29.com or follow us on Facebook, LinkedIn, Twitter and Instagram.

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