Urban South Brewery, the largest craft brewery in New Orleans, recently introduced its newly updated packaging and logo. After opening a new satellite location in Houston this year and with the brewery’s fifth anniversary quickly approaching, the brand refresh celebrates Urban South’s evolution as a company.
“We designed our original brand nearly six years ago and our brewery has undergone so many positive changes since that time,” said Jacob Landry, co-founder of Urban South Brewery. “We’ve introduced a number of new beers to our core lineup, shifted from traditional to more innovative brews, and opened a research and development brewery in Houston. As we settle into our lineup, it was the right time to modernize our brand to reflect the spirit of the brewery and our team, and give our beer brands a cohesive look and feel.”
The refreshed brand, created with local experts at TILT in Louisiana, encompasses Urban South’s fun-loving, laid back approach to brewing. Working closely with the Urban South team, TILT tapped into their understanding of the craft beer space to create a vibrant, modern and legible brand and packaging strategy. The result is a recognizable body of work that speaks to the identity of the company as a whole.
“We were always big fans of the beer and were excited for the chance to bring some organization and consistency to the brand,” said Brendan Bayard, Creative Director at TILT. “We knew that a rigid system wouldn’t fit Urban South’s playful vibe, so we explored how to create both unity and distinctiveness through color, illustration and typography. The connective thread is a sense of fun, whimsy and discovery — and the Urban South team gave us the creative freedom to do it right.”
Consumers can expect a more consistent look across all beer varieties, both year-round and seasonal, and the same bold flavor they’ve come to enjoy from the Urban South brewing team. Oktoberfest and Lime Cucumber Gose are currently on shelves in their updated packaging, and fan favorite Holy Roller is expected to follow in October. The rest of the lineup will be released in its new packaging over the next several months.
“Now is a good time to be proactive about bringing positivity to our lives, and we hope this new look gives consumers something to smile about,” said Kyle Huling, co-founder of Urban South Brewery. “In Houston, we’ve already seen this in action. Our team there not only develops unique beers for Urban South, they also helped us test the waters on the new logo. After seeing the Houston community’s positive response, we wanted to share a fresh new look with all of our customers.”
Branding updates are also being made at the Tchoupitoulas Street taproom in New Orleans, including signage, tap handles, merchandise and more.