In this week's Pintful beer column, I take a look at Lonerider Brewing's new branding and the strategy behind the four-year-old company's new look.
The new packaging and labels – debuting on shelves in March – pop with bright, primary colors that correlate to the beer style and gritty Western characters that embody the brewery’s brand. “We wanted to make sure it was bold and graphic enough, colorful enough, to stand out and get the attention of somebody who might like it,” said Sumit Vohra, the CEO for the Raleigh Brewery.
A sneak peek of the new labels is to the right. The Western characters on the original glossy labels for Lonerider’s three trademark beers – Sweet Josie Brown Ale, Shotgun Betty Hefeweizen and Peacemaker Pale Ale – were drawn by three different illustrators and set against muted colors.
To make the new look, Vohra hired Clean Design, a Raleigh brand-marketing and design firm. Designer Jon Parker used an eye-catching wow-factor in the color scheme and illustrator Jeff Winstead upgraded the namesake characters to add a little more verve.
For instance, Shotgun Betty appears with a little more cowboy sex appeal and attitude on a bright yellow label that roughly matches the wheat beer’s color. (Matching coaster: “No, it doesn’t come with a piece of fruit” – a riff on other wheat beers like Blue Moon.)
“Even though we were making some pretty big changes graphically, the characters are still who they are,” said Scott Scaggs, Clean Design’s creative director. “It wasn’t a recasting of these characters.”
Read the full column here.