April 15, 2016, Salt Lake City---Uinta Brewing Company
reveals an updated company logo along with an evolved
packaging scheme that brings greater brand recognition
across their offerings.
Designed by Sincerely Truman of Portland, OR, the
refreshed logo further embraces use of a compass, Uinta’s
company icon. “The compass symbolizes our adventurous
spirit, sense of direction in brewing, and serves as a
reminder to get out and get lost every once in awhile,” says
Will Hamill, Uinta’s Founder. While the new logo
eliminates Uinta’s namesake East to West running
mountain range illustration, the E-W running compass
needle remains as a nod to the quirky, a-typical range that,
like the brewery, runs in its own direction.
The vintage, WPA (Works Progress Administration) influenced illustration-style that has been
intrinsic to the Uinta brand will remain, in fact, many of Uinta’s current core illustrations by
Emrich Co., were slightly modified to fit the new design layout. “Product evaluation and
improvement is an ongoing part of our process at Uinta and that doesn’t stop with the beer
inside the bottle,” explains Lindsay Berk, Uinta’s Chief Branding Officer. “With this packaging
‘refresh’, we weren’t looking to re-invent ourselves or throw-out existing brand equity. And so
we didn’t. We titled this project ‘Uintafication’, which to us, meant celebrating our brand by
bringing it front and center, across our many offerings. We’re proud of our beer portfolio and the
brand we’ve been building for 24 years, ‘Uinta-fying’ was a necessary step.”
With more craft beers on the market than ever
before, the redesign helps Uinta’s many
products band together. Uinta offers a
diverse portfolio of beers influenced by
assorted landscapes and experiences-- the
new packaging brings that to the shelf. Uinta
partnered with Anderson Design Group, out
of Nashville, TN for it’s illustration update.
The firm’s reputation for creating classic,
WPA-esque landscape and National Park
illustrations enticed Uinta, and proved to
integrate nicely into its aesthetic. “The new
design approach is influenced by traditional
shelf-blocking strategy”, says Berk, “however,
we aimed to tell a bigger story through our
packaging by incorporating the surroundings
and characters that make life’s adventures
memorable.”
Uinta’s new company logo will begin to appear as early as this week. By June of this year, the
updated packaging scheme is anticipated to hit shelves in all 35 of Uinta’s distribution states.
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