When we decided to refresh our packaging, we also decided we liked what we had. We wanted an update, but we did not want a radical rebranding. No one should see our new packaging and wonder for even a moment from which brewery the beer came.
In essence, our goal was to modernize our logo and labels while staying true to Saint Arnold and the design of the individual brands. We hired the local firm Lopez Negrete to help us accomplish this.
You may have already seen our new Fancy Lawnmower and Summer Pils packaging on the shelves. (5 O'Clock Pils was actually the first beer to feature the new look.) You'll soon see the updates for our other beers. You'll also be seeing several more of our beers in cans over the coming months.
In addition to the packaging, we'll be launching our new website later this month and giving this very newsletter a makeover.
Don't worry - not everything is changing. We will still accept the classic packaging as part of our six pack carrier recycling program. We won't be painting over any of our current art cars (though we are quite excited about the prospect of future ones!).
All in all, we found the process quite interesting. We never once discussed the "personality of the brand" or "what this brand stands for." We created designs we liked and ones that seemed like a natural evolution of our original designs. We hope you love them as much as we do.
Want to learn more about our thinking? Our founder Brock expanded on it here.
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