“New Belgium Brewing’s most well-known beer is Fat Tire Amber Ale. It’s a clear, coppery-colored amber ale that’s smooth and easy to drink. Fat Tire was inspired by a co-founder’s bicycle trip around Belgium, and the recipe incorporates the sweet aromas and flavors of his travels—toasty, caramel malts; fresh fennel, clean green apple; and sweet biscuits. If you enjoy smooth, medium-bodied beers, this ubiquitous craft beer is a tasty one to add to your reserve. In the craft brewing scene, Colorado-based New Belgium Brewing Company is quite the success story. Before 2002, you could only find its beers in 16 states; today, they are the country’s third largest craft brewery.” (Drizly)
Rebranding an American Craft Beer icon. Influenced by an aspirational Colorado outdoor lifestyle, inspired by Import simplicity and driven by Domestics unwavering independence, this 28 year old cruiser has been repositioned and redesigned to be a purposely driven lifestyle brand outfitted with a hell of a lot more looks to come. A complete brand world was developed to support the new rebrand including apparel, outdoor lifestyle utilitarian goods, tap handles, truck wraps, on/off premise collateral and more.
Images (opinion after)
Fat Tire has never had great design or packaging — here is a sample of the before before the before — which isn’t too sad for other than it’s a beer I like and I would like to like its design and packaging more. The old look was fine, with a decent sans serif and a decent bike illustration with a hard color split down the middle. The new packaging keeps the hard split but with less contrast in red and blue. The biggest change is in the logo, which is now a bold serif in what feels like the most un-beer-like typography I can think of and the way it’s used in the packaging makes it all look unfinished. Like, they got halfway through the project and someone (either client or creative director) said “There! Stop there, that’s great”… “But we are not done”… “Don’t matter”. The cans do have a somewhat interesting appeal in real life but it’s still mostly underwhelming. The badge in the center of the can and bottle with the bike is kind of okay but it’s so tight and busy inside that it contrasts strangely with the otherwise bare layouts. The additional badges shown are all fine, some even fun and far better and more interesting than the actual logo and packaging.
Thanks to Chris Gregori for the tip.