News Firestone Walker: New Package (video)

Discussion in 'Beer News & Releases' started by Todd, Oct 2, 2013.

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  1. Todd

    Todd Founder (5,426) Aug 23, 1996 California
    Staff Subscriber


    Paso Robles, CA—Firestone Walker Brewing Company is set to unveil new labels and corresponding six-pack sets for its core beers, bringing fresh energy to the packaging of DBA, Pale 31 and Union Jack. Enhancements include a more unified color palette and enhanced visual emphasis on the brewery’s “Lion v. Bear” iconography.

    To help spread the word, the brewery has released "My New Package," a short video featuring co-proprietor David Walker’s wry take on this development.

    “The new packaging isn’t a complete departure, but it’s a leap forward,” said Jamie Smith, the brewery’s vice president of marketing. “The overall look is familiar, but DBA, Pale 31 and Union Jack will now jump out more vividly as a family of beers. Our shelf presence will be stronger than ever.”

    The new packaging was designed in house by the brewery’s marketing team. The final designs were created from the vantage of both form and function, not only seeking a more impactful retail presence, but also a meaningful look that speaks to a sense of place and heritage.

    “The unifying gray background on the new labels is inspired by the shades of textured metal that you see at our brewery,” said Andrew Wickstrom, the brewery’s design director. “We kept the secondary colors for DBA (blue), Pale 31 (yellow) and Union Jack (red) while creating new logos that represent the personality of each beer. The lion and bear icons are now more crisply defined as well. Overall, we think it’s a nice balance between fun, fresh and familiar.”

    The lion and the bear represent brewery proprietors and brothers-in-law David Walker and Adam Firestone. The lion celebrates Walker’s British heritage, while the bear is a nod to Firestone’s California roots. With claws out and fists up, they mirror the spirited sparring that has been a driving creative force behind the brewery since day one.

    “The lion and the bear tell the story of the brewery,” Smith said. “They go right to the heart of the brand and the beers. There’s power in an icon, and we want to illustrate this more prominently.”

    The new packaging for DBA, Pale 31 and Union Jack will begin rolling out on October 15. Corresponding new tap handles featuring the new beer logos will follow soon.

  2. rboinski

    rboinski Initiate (0) Mar 19, 2012 California

    Pretty awesome
  3. lonewolfcry

    lonewolfcry Zealot (561) Dec 7, 2007 Minnesota
    Beer Trader

    Pretty stupid video.
    What a complete waste of time.
  4. DropDead

    DropDead Initiate (0) Feb 6, 2013 Illinois

    I must admit he is one suave looking mofo
    westcoastbeerlvr and atomic like this.
  5. jroberts8811

    jroberts8811 Disciple (344) Jan 19, 2013 Missouri
    Beer Trader

    Love FW. Set the standard for so many offerings. Who cares about the package? I'd buy it with a home-printed label.
    JonnyBeers and corby112 like this.
  6. bnelson997

    bnelson997 Aspirant (239) Jun 4, 2013 California
    Beer Trader

    Why, because they spent time and money on marketing and growing their product? Yup, pretty stupid to want to grow your brand...
  7. MenryAZ

    MenryAZ Initiate (0) Oct 3, 2013 Arizona

    I must admit I'm usually rather interested in beer branding techniques, from catchy (or kitschy) brew names to really interesting, artistic labels. From that standpoint, FW's new labels are just barely an improvement over the old ones and still, for me, have that unappealing, old fashioned "heraldry" look to them. I dunno -- the labels look more "app-ified" like they're ready to be sold in the Apple store.

    I wonder if this will translate to sales? Because you know some people are more apt to reach for beers with interesting labels or names (the somewhat trashy Clown Shoes labels come to mind) than those with boring names and labels (Bell's has boring labels in spite of awesome beer).
  8. nc41

    nc41 Meyvn (1,387) Sep 25, 2008 North Carolina
    Beer Trader

    Never ever had a bad beer from them. Easy to find, decent price point, very high quality on all styles.
    planbee and MenryAZ like this.
  9. lonewolfcry

    lonewolfcry Zealot (561) Dec 7, 2007 Minnesota
    Beer Trader

    No, because it's pretty stupid sexual innuendo.
    Real original marketing...

    Great beer though.
  10. kcp85

    kcp85 Initiate (148) Sep 7, 2012 Missouri

    So, 6 pack Parabola and Sucaba? Available for at least 4 months and doesn't require a shield and sword to acquire.
    alucard6679 and DropDead like this.
  11. anteater

    anteater Crusader (766) Sep 10, 2012 Oregon
    Beer Trader

    Super reliable, delicious and fairly priced beers in so many styles. Firestone Walker is great. But I don't care about new labels either. By the way they built up suspense in that video, I thought they were going to introduce 1L glass spheres of beer or something.
  12. palmdalethriller

    palmdalethriller Initiate (0) Dec 26, 2007 California

    I loved this. He's so casual about it. I expect a lot more from him and maybe Matt Brynildson in the future, as they make a move to improve their brand and branding.
  13. alucard6679

    alucard6679 Aspirant (247) Jul 29, 2012 Arizona

    As long as it has a bear and a lion about to scrap, it'll still be awesome.

    When it comes down to it though the packaging doesn't matter a whole lot to me, especially when its FW and they're cranking out world class beers like there's no tomorrow.

    And if packaging did matter to me than I never would have decided to pull the trigger on Two Hearted Ale, and I'd be seriously missing out.
  14. BeerNDoggerel

    BeerNDoggerel Devotee (497) Mar 13, 2011 Illinois

    So, who wouldn't want to walk around all day with everyone talking about their package?

    (Or is my latent porn star showing?)
    DropDead likes this.
  15. JBogan

    JBogan Champion (822) Jul 15, 2007 California

    Hmm. It says the new packaging will begin rolling out Oct 15th. I just bought a six pack of Union Jack today with the new packaging. Guess maybe they rolled it out a bit early.
  16. turfy

    turfy Aspirant (225) Mar 17, 2010 Texas
    Beer Trader

    Fresh Union Jack...none better!
    JBogan likes this.
  17. grilledsquid

    grilledsquid Devotee (471) Jul 10, 2009 California
    Beer Trader

    While still not incredible, it's a definite improvement over the previous packaging, which didn't convey the same sense of quality that their beers do.
  18. errantnight

    errantnight Meyvn (1,070) Jul 7, 2005 Iowa
    Subscriber Beer Trader

    Uh, does this mean after a single batch Pivo Pils is out of the core lineup? Because... That would suck.
  19. atomic

    atomic Disciple (328) Sep 22, 2009 Illinois
    Beer Trader

    This is the kind of stuff macro brewers care about... I don't mean to sound like a snob because they are quickly becoming one of my favorite breweries, but packaging? Shelf presence? The people that are swayed by these things are not the ones that would not appreciate your beer anyway, so why not let them just buy the blue moon they want to drink and focus on making good beers for us who will buy your beers even if a 3 year old drew the label?
  20. CassinoNorth

    CassinoNorth Disciple (302) Apr 5, 2013 New Jersey
    Beer Trader

    When you go to to work, do you try to make money orrr...? Branding is super important when 9 times out of 10 the only thing a buyer has to make his decision off is looks.
    Bsetz likes this.
  21. grilledsquid

    grilledsquid Devotee (471) Jul 10, 2009 California
    Beer Trader

    Craft beer fans like to fancy themselves as immune to branding.
    CassinoNorth likes this.
  22. JBogan

    JBogan Champion (822) Jul 15, 2007 California

    By chance has anyone here purchased the Pale 31 in the new packaging yet? I picked some up today (bottled on date 9/19/13) and the beer itself seemed slightly different from the beer I've had hundreds of times before.

    Upon pouring it seemed a bit lighter in color and more clear than before. Also it didn't have the same floral scent I remember, and it tasted somewhat different to what I recall as well. Overall it almost seemed as if it was a blend of about 30% Pale 31 and 70% Pivo Pils. Am I going nuts or has anyone else had some with the new label and felt the same?

    On a side note, I purchased some Union Jack with the new labeling a little over a week ago and it seemed like the same beer as before.
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