The New Packaging for Fort Collins' New Belgium Brews Finally Drops in Its Entirety
One of the most iconic, hand-done beer packaging designs in the history of beer packaging has been replaced by, well, it's been replaced. (We all knew this was coming, per our post back in August.)
Aside from the bothersome fact that New Belgium's redesign was removed from the exceptionally capable hands of longtime agency partner Cultivator here in town — and saddled with out-of-staters, San Francisco's Hatch Design — the new labels just seem too slick and to have lost their charm to us. We'd love to know your thoughts. There's a big rundown on Brand New if you want more details.
"The new design reimagines New Belgium’s iconic and playful watercolor imagery from the past 22 years through a modern lens. This colorful, handcrafted look has been with us since our inception and the new design brings the portfolio together in a fresh and contemporary way. We know that while the watercolors will always be part of the New Belgium story, we think the new designs will delight our long time fans while also inviting new folks into the fold. While the new look is a cleaner and more easily seen at a distance, the art is anything but cookie cutter in that every image starts as a photo and is repainted by hand. Much of the line — Fat Tire, Ranger — is simply a reimagining of our original themes."