Oregon’s Full Sail Brewing Company, one of the oldest craft brewing operations in the state and the recipient of many awards over the years, has announced a new package design, signaling a brand evolution. Full Sail Brewmaster Jamie Emmerson feels the time has come to update the labels, six pack holders, etc. in order to help distinguish them from the increasingly crowded craft beer field.
“In an increasingly competitive craft-beer marketplace, we knew Full Sail’s packaging needed to be as notable and attention getting as the award-winning brews inside the bottle,” says Emmerson.
With the new packaging, consumers can learn about Full Sail at a quick glance. The choice of colors for each beer, the hand-drawn artwork, and the contrasting design elements cue the consumer about the individual beer as well as Full Sail’s environment, ingredients, heritage, geography, and more. The most critical ingredient in beer is arguably the water and the new packaging honors this important resource in eye- catching fashion.
“A layer of spot varnish that evokes flicker and catches the attention of your peripheral vision and hand-drawn, wavy lines in a moiré illustration style are the guiding visual elements,” says MiQ Willmott of TWEEQiM creativeLab, who created the artwork design.
Examining the rest of the label illustrates well the makeover of the design, which emphasizes the natural elements that distinguish this part of the country. Depictions of majestic Mt. Hood, open forests, flowing waters, and abundant fields highlight northwest Oregon’s natural beauty and stress the importance of the geography to Full Sail Brewing and its success as a company. Full Sail Brewmaster Jim Kelter feels the new design is perfect for a company that underscores quality and understands its significance to the craft beer renaissance.
“There’s never been a more exciting time to be a part of Full Sail,” says Kelter. “This rebranding reflects our pride and heritage as one of the original craft brewers as well as our vision for the future, which – more than anything – entails continuing to make delicious beer that we know our customers love.”
The newly rebranded packages will include such Full Sail classics as Amber, Pilsner, Classic IPA, and the brand new Hop Pursuit IPA and Blood Orange Wheat Ale.
About Full Sail Brewing Company
Perched on a bluff in Hood River, Oregon, overlooking the mighty Columbia River’s epic wind and kite surfing and the snow-capped volcanic peaks of Mt. Hood, Full Sail is a true craft-brewing pioneer. Founded in 1987, Full Sail has been pouring pure Mt. Hood water, local ingredients, and responsible processes into each and every bottle and pint. Full Sail’s brews and sustainable practices have garnered more than 300 national and international awards, including 150 gold medals and Beverage World ‘s “Craft Brewer of the Year” distinction. From Full Sail Amber and IPA to Session Lager and Bourbon barrel-aged beers, Full Sail consistently strives to brew complex, balanced and ridiculously tasty beers. Learn more at www.fullsailbrewing.com.
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