Newport Craft Brewing Co.
Complete rebrand for Newport Craft Brewing
After nearly 20 years of pioneering Rhode Island’s piece of the ever-growing craft beer movement, Newport Craft Brewing & Distilling Co. (FKA Coastal Extreme Brewing Co.) took on new partners and embarked on a complete rebrand. A broad reinvention of the companies visual brand included a new identity system and over a dozen new product package designs.
The package design strategy for Newport Craft’s prolific output of craft beer is decidedly different from most craft brewing companies. Rather than leading with the Newport Craft visual brand and using type treatments or colors to differentiate the beers, we led with the beer concept, name, flavor profile, etc. and let that drive the overall design strategy. The Newport Craft seal is used in a secondary capacity to connect each product to its maker. In a market that prioritizes dynamic variety it allows for more differentiation of Newport Craft products on the shelf .