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.
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.
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.