Why rebrand? For Atlanta Brewing Co. it was about a resurgence in hyper-local pride and the opportunity to tell the story of the oldest brewery in the state of Georgia. For Great South Bay Brewery in Long Island, N.Y., rebranding was an affirmation of the company’s commitment to reducing its carbon footprint and establishing a simple, consistent can packaging design. For Salt Lake Brewing Co.’s Wasatch Brewery brand, its revamped aesthetics align with an upcoming change in Utah legislation allowing stronger beer from 4 to 5 percent ABV to be sold at convenience and grocery stores.
The new law goes into effect November 1, at which point Wasatch’s new packaging will start to appear on shelves throughout its 20-state distribution footprint. This brand renewal in particular is definitely a departure from Wasatch’s highly-detailed packaging designs of yore. An example:
Wasatch’s new design will move away from detailed painterly images and toward clean, bright, font-driven graphics and prominent logo placement. From the press release:
“Wasatch has been evolving since we laid the groundwork for craft beer here in Utah over 30 years ago,” said Wasatch Marketing Manager Maxwell Christen. Since its inception, the brewery has remained at the forefront of the craft beer industry with provocative branding, innovative brews and a dedication to the Park City community. The new redesign of the Wasatch brand represents a step in the continuing evolution of Utah’s most enduring brewery.
Wasatch’s Creative Director, Scott Doutre, said, “Some elements will feel like familiar reinterpretations of long-standing design icons that have been connected to the Wasatch brand for years. The new packaging is bright and attractive so it will ‘have legs and walk off the shelves’ but still have a strong connection to the brand — irreverent and with attitude.”
There’s also some new brewskis
To go along with the new look, Wasatch will introduce two new beers — Pickup Lime Sour Ale and Island Hop Tropical IPA. Pickup Lime is a tart, refreshing seasonal release that’s low in bitterness and high in drinkability at 4.8 percent ABV. Joining the year-round roster is Island Hop Tropical IPA, a fruity, unfiltered, and easy-drinking brew at 5 percent ABV, boasting notes of pineapple and orange.
Craft beer lovers can find Wasatch’s new packaging on shelves starting November 1, with some adjustments to ABV at grocery and convenience stores according to Utah’s new legislation. Pickup Lime Sour Ale and Island Hop Tropical IPA will also debut at that time.
Lest we forget: Salt Lake Brewing Co. is a craft beer brewer and brewpub operator that sells beer across 20 states under both the Squatters Craft Beer and Wasatch Brewery brands.