Baja Brewing Company, a craft beer operation located in Mexico’s Baja peninsula, is about to demonstrate once again its commitment to craft beer and its growing image when it unveils a new package design, tap handles, website, etc. within the next couple of months.
Mexico has yet to embrace craft beer to the extent of the United States and other countries, but Baja Brewing is one of the exceptions and the business continues to look for ways to grow, improve and thrive. The company partnered with San Diego’s Libre Design to create the new packaging and other design elements, hoping to modernize the brewery’s look and image. Baja Brewing founder and Brewmaster Jordan Gardenshire says the new design fits well with the brand and what his company wants to convey.
“Over the past 10 years, our beer has evolved, and it was time for the branding to follow,” said Gardenhire. “Our spirit is all about Baja, and we wanted our look to truly represent who we are and where we live. We have a unique product and live in a unique place, and I think our rebrand helps capture that essence of Baja Brewing.”
Libre Design was given some flexibility as it searched for the perfect graphics, colors, etc. to match the Baja Brewing brand and what it stands for. One aspect that remains, however, is the Baja brewing donkey. The four- legged mascot of Baja Brewing retains its place on the package design but even here, Libre Design was permitted some flexibility. They changed the look of the donkey a little bit by giving it a more confident, commanding presence- one that Libre Design’s founder, Justin Heit, says should satisfy Baja Brewing personnel and fans who don’t want to lose this important part of the brand’s identity while also satisfying others who feel the packaging was in need of a face lift.
“Being the first craft beer brewery to come from Baja is a major point of difference in the world of craft beer,” said Heit. “We had the pleasure of building on Baja Brewing Co.’s DNA and refreshing its brand identity. Our goal was to stay true to the brand’s values while modernizing the look and feel.”
Baja Brewing has been creating crafted suds since 2007 and is one of the original Mexican craft beers. Gardenhire, a one- time Colorado resident who spent part of his college years brewing beer at the University of Colorado- Boulder, says part of his mission was to expand craft beer and the culture that goes with it to the people living south of the border. Baja Brewing has enjoyed a good deal of success since its founding and now operates three brewpubs in the resort city of Los Cabos. There is still room for more craft beer and the potential for tremendous growth remains, but Baja Brewing has certainly lit a fuse.
Distribution of Baja Brewing products is still somewhat limited. The company first launched into the United States with its blonde ale, Cabotella, and just last year, it readied its Mexican IPA for American export. Early recipients of Baja Brewing beer include Arizona, California, Colorado, New Mexico, Oklahoma, Texas, Utah and Illinois. The list of states is going to increase more in the coming years and Baja Brewing plans to expand its packaging to include cans very soon. Further U.S. expansion and the launch of cans are on the horizon.
In short, things are looking up for Baja Brewing and the decision to change the package design and image should serve the business well. I look forward to the day when Mexican craft beer becomes a regular occurrence in the United States and I wish Baja Brewing the best as it continues its commendable efforts to transform the beer culture of our neighbors to the south.
To learn more about Baja Brewing Company, visit www.bajabrewingcompany.com.
Leave a Reply