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New Logo and Packaging for White Labs by MiresBall
 

before

after

Noted Nov. 20, 2014 by Armin

Industry / Consumer products Tags /

About

(Est. 1995) “White Labs Inc. Pure Yeast and Fermentation team members have been active in the American and worldwide craft brewing movements since the 1980s. The company, which has grown to include offices in California and Colorado, provides a wealth of services to not only brewers but also winemakers, distillers and others in the fermentation business. Below is a brief description of numerous company employees. We manufacture pure liquid yeast for homebrewers and professional brewers. We provide technical advice and troubleshooting as well as analytical testing.”

Design by

MiresBall (San Diego, CA)

Related links

MiresBall project page

Relevant quote
The identity refresh was created in conjunction with a new breakthrough manufacturing technology, packaging system, and brand repositioning. The identity signals White Labs’ commitment to science, education and craft, and its goal to continually raise the bar in the art of fermentation.

MiresBall project page

Images (opinion after)
New Logo and Packaging for White Labs by MiresBall
Logo detail and badges.
New Logo and Packaging for White Labs by MiresBall
Sample of old packaging.
New Logo and Packaging for White Labs by MiresBall
New Logo and Packaging for White Labs by MiresBall
New packaging under the “PurePitch” brand name.
Explanation of the process of their product and the benefits of the new packaging.
Opinion

Who knew yeast could look this cool?! The new packaging has been released to brewers and will be available to the growing home-brewing consumer audience in early 2015. If Williams-Sonoma and Science had a packaging baby this is what it would look like. The crisp white background looks great with the tiny bursts of color while the abundant yet simple typography fills up the space nicely. The logo is also a good (and fun) improvement with the microscope featuring a beer bottle lens. The serif wordmark is a tiny bit odd in its more vintage look in contrast to the otherwise contemporary approach. Nonetheless: yeast!

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