Fort Collins' New Belgium Redesigning Iconic Beer Labels with San Francisco Agency, Bummer
We'll always wonder why brands walk away from their iconic packaging design. Maybe they just get sick of seeing it day after day, but you gotta question the decision when beer drinkers come to recognize the distinctive label artwork so well that they know exactly what to look for and grab off the shelves.
No matter, in this case. Fort Collins, Colorado-based New Belgium Brewing has decided it's time to update their iconic look and have moved ahead with it. Unfortunately, they haven't rehired longtime Denver agency partner Cultivator to restyle the brand. They've gone with San Francisco's Hatch Design to carry the torch — equally questionable because they don't share the home state with what many believed to be a brewer loyal to their roots.
In the new labels, the 22-year-old hand-painted, watercolor designs created by the founders’ neighbor will be replaced by a "fresh and contemporary look that re-imagines the brand through a modern lens." The new look and feel will hit January 2014 with a portfolio-wide packaging refresh. The only place to officially see the redesigned labels as they're revealed is in the 'Exclusive Content' section of New Belgium’s mobile app. You can download the app for free by searching “Beer Mode” in the App Store or Google Play.
What do you think of New Belgium's decision and the resulting design?