Brown’s Brewing Co. || Troy, NY
Brown’s Brewing Company
Rewind back to 2004: Garry Brown, owner of a small but seriously capable brewpub in Upstate NY gave us a call. He wanted to go regional and, eventually, national with his fine ales and lagers. Garry knew that his existing brand and articulation of his story weren’t up to the task. He knew that his presentation and image not only needed to reflect the quality of his products and ideals, but also needed to stand out amongst the overly-crowded shelves of craft beerdom.
Fast forward a decade plus: Craft beer has blown up in a big way. Powered—in part, by our 2004 brand work—Brown’s Brewing is doing extremely well. We just finished rebranding Brown’s (the first time we’ve rebranded our own rebrand) and they’re expanding distribution and canning. Armed with über-handsome, id29-crafted brand assets, package design and marketing communications—in addition to a delicious product—they’re ready to do battle in this extremely competitive category.
Brand Development, 2003
We developed a full and cohesive set of brand assets for Brown's Brewing Co. when they first opened their brewery and restaurant more than a decade ago. The system we created was emblematic of their origin, their values and the direction of their business. The visual language we developed in 2004 spoke to their heritage as a Northeastern US craft beer pioneer, while looking to their future.
The updated Brown's brand is a cleaner, more modern approach to their somewhat traditional brand identity. The visual heritage that was articulated in the original design was no longer as relevant in this space. Elements were not abandoned, rather refined and simplified. Look for much more to come...
New Packaging Design
Moving from 12 oz. bottles to 16 oz. cans presented a design challenge for the new brand; we saw it as a design opportunity. Our modular approach highlights bright colors and geometry over the traditional craft brewing
elements that are often found on tallboy cans. This 'wrap' design approach will work well on retail shelves, as there's no actual front of the can to get hidden if rotated incorrectly in the 4-pack.
Product Launch Animation