The need to refine the brand image
After purchasing the
Pete’s Brewing Company, Gambrinus extended the Pete’s Brand by introducing
a number of new seasonal and other beer products. By 2003, the packaging
design for the Pete’s family of products was inconsistent and lacked a
coherent brand identity. I was engaged to refine the brand identity and
line-look for the Pete’s family of beers.
A wicked good label
The bold red flames made the new Pete’s Wicked Ale packaging stand
out on shelves and increased point-of-purchase appeal. The redesigned packaging
also provided a coherent line-look and helped raise awareness of the full Pete’s
family of products. After the new packaging hit the shelves, a sales slump
turned into an increase of four percent, and laid the foundation for Gambrinus
to further extend this venerable line with other seasonal beer products.