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New Logo, Identity, and Packaging for Stanley Park Brewing by Will
 

before

after

Established in 2009, Stanley Park Brewing is a craft brewery in Vancouver, Canada. It’s a revival of a brewery with a legacy that dates back to 1897 — I couldn’t figure out the date it closed — when it was founded by a Belgian brewmaster near the shore of the Lost Lagoon within the park that the brewery is named after, Stanley Park — a gorgeous 1,001-acre public park. This month, Stanley Park Brewing introduced a new identity designed by local firm Will.

Knowing that the brewery, and the team behind it, looks to the Park for inspiration, it was a natural fit to bring the brand closer to the Park as well. Just like nature, the new look is simple and approachable at a glance, yet rich with substance upon a closer look. It features illustrated park scenes in a restrained palette, a logo mark inspired by the shape of the park, and a typeface whose natural, stick-inspired letterforms are derived from a historical Stanley Park sign.

Will provided text

New Logo, Identity, and Packaging for Stanley Park Brewing by Will
Logo.
New Logo, Identity, and Packaging for Stanley Park Brewing by Will
Full-render version.

The old logo featured a depiction of the statues found at one of the ends of the Lions Gate Bridge that leads into Stanley Park. It was a nice engraving and the full badge was convincingly done. The new logo is a major aesthetic departure, going from the more classic regal/seal look of before to an outdoorsy/lumberjack-y aesthetic. The change is so drastic I had to triple-check this was the same brewery and not two different ones that happened to be named the same.

I like public parks and hiking and stuff, so I very much like the park-inspired wood-carved typography and minimal tree illustrations but I wonder if that’s set to alienate some of the audience? Without knowing how popular this beer is among locals it’s all speculation but I do think it now speaks to a VERY specific audience — no flannel, no beer for you — as opposed to the old logo (and packaging) that was kind of general/generic. Still, I dig the new logo and it stands out much more than the old one, even though that one had a thousand more vector points calling for attention.

New Logo, Identity, and Packaging for Stanley Park Brewing by Will
Old packaging.
New Logo, Identity, and Packaging for Stanley Park Brewing by Will
New packaging.

The old packaging was also pretty solid and the round seal logo was a nicely implemented component in the bottle and 6-packs. (The previous logo and packaging were designed by New York, NY-based Beardwood&Co.) The new packaging takes on a much lighter, airier, more flowing illustration style that evokes mid-century travel posters, each in lovely monotone palettes and complemented by script typography on the names. The illustrations are beautiful and the integration with the logo in the bottle, 6-pack, and can is very well achieved.

New Logo, Identity, and Packaging for Stanley Park Brewing by Will
New Logo, Identity, and Packaging for Stanley Park Brewing by Will
Windstorm and Daytrip detail.
New Logo, Identity, and Packaging for Stanley Park Brewing by Will
New Logo, Identity, and Packaging for Stanley Park Brewing by Will
New Logo, Identity, and Packaging for Stanley Park Brewing by Will
New Logo, Identity, and Packaging for Stanley Park Brewing by Will
Bottles IRL.
New Logo, Identity, and Packaging for Stanley Park Brewing by Will
Pints.
New Logo, Identity, and Packaging for Stanley Park Brewing by Will
Ads.

With such a strong visual departure, the new look had to be confident enough to convince existing clients to follow them in this new direction and unless anyone hates the woods, this is a fantastic direction that separates this beer from the traditional beer look (but, granted, places them closer with the craft, hipper-than-Bud beer look).

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