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New Packaging for Summit Brewing Company by Duffy & Partners
 

before

after

Reviewed Jan. 9, 2014 by Armin

Industry / Consumer products Tags /

Established in 1986, Summit Brewing Company is a premium craft brewery in St. Paul, Minnesota with a range of 13 varieties of beer that include seven year-round options, four seasonal beers, and a couple of special series. Summit beers are available in 17 states and will now look tastier thanks to new packaging by Minneapolis, MN-based Duffy & Partners.

New Packaging for Summit Brewing Company by Duffy & Partners
Logo, before and after. Originally redesigned in 2013 (also by Duffy & Partners). Reported here.
New Packaging for Summit Brewing Company by Duffy & Partners
Cap and shirt.
New Packaging for Summit Brewing Company by Duffy & Partners
Knitted cozy, pint, and cribbage.

The old logo was fine as far as brewery logos go, perhaps a little more on the granola side of things with the detailed illustration style. Old-fashioned but it did the job. The new logo takes on a more minimal flavor and provides a bolder device to brand the packaging. It’s simple and much easier to reproduce than the previous logo and it sets up the elements of the packaging quite well.

The visual artistry on the new packaging tells stories of Minnesota landmarks and the ingredients that make each brew uniquely Summit. The final product illustrates the brand’s evolution while celebrating the place it calls home.

Press release

New Packaging for Summit Brewing Company by Duffy & Partners
New, year-round bottles.
New Packaging for Summit Brewing Company by Duffy & Partners
New, seasonal bottles.
New Packaging for Summit Brewing Company by Duffy & Partners
Crowns.
New Packaging for Summit Brewing Company by Duffy & Partners
6-packs.
New Packaging for Summit Brewing Company by Duffy & Partners
Cases.
New Packaging for Summit Brewing Company by Duffy & Partners
A couple of group shots.
New Packaging for Summit Brewing Company by Duffy & Partners
Banner at the Liquor Boy store in St. Louis Park, MN.
New Packaging for Summit Brewing Company by Duffy & Partners
Brochure. See PDF of it here.

There really isn’t a big, deep critique here: This is a fine-looking packaging system with great, moody illustrations that recede in the background and provide a lovely texture to the labels, packs, and cases, all punctuated with solid typography that is consistent without being repetitive. The landmark illustrations also provide an interesting urban feel to the packaging as opposed to the more usual rural allusions of fields of wheat and barley. Plus, they have their own cribbage board.

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Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

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