Great Lakes Brewing Reveals Refreshed Labels

Discussion in 'Great Lakes' started by GLBC_Marketing, Feb 5, 2015.

Thread Status:
Not open for further replies.
Page 1 of 2
  1. GLBC_Marketing

    GLBC_Marketing Initiate (0) Aug 9, 2012 Ohio

    [​IMG]

    Cleveland, Ohio Feb. 3, 2015—Great Lakes Brewing Company (GLBC) launched their refreshed logo to the public in January and are now releasing new packaging artwork for their five year-round brands.
    The new label artwork was handcrafted by artist Darren Booth, who is known for creating detailed paintings with collage elements. GLBC provided Booth with archival materials relevant to each brand, that were incorporated into his paintings. These discoverable elements bring additional storytelling opportunities to each package.

    Booth visited GLBC in the summer of 2014 to learn the history behind the existing labels. GLBC owners and team members briefed him on narratives for each brand and supplied unique collage pieces for Booth to include in his artwork. Throughout 2014, what began as sketched concepts evolved into colorful, detailed paintings, all of which incorporate textures and mementos from GLBC’s 27 years in the craft beer industry.

    “Our customers may be familiar with Eliot Ness as a historical figure, but they may not know that our mother was his stenographer, or that he used to frequent our historic taproom. Darren’s beautiful paintings include so many layers that allow us to share these kinds of details. They’re more than just labels. They’re conversation pieces,” says GLBC co-owner Pat Conway, who, with brother and co-owner Dan Conway, is actively involved in the brand refresh process. On the bottom of GLBC’s new packages, customers will find similar stories that reveal the history behind each brew.

    Booth was commissioned to create label artwork for GLBC’s five year-round beers and nine seasonals. The year-round packages will hit shelves beginning in May. In June, GLBC will release their first seasonal with refreshed packaging: Sharpshooter Session Wheat IPA. Brewed with orange peel and Jarrylo hops, Sharpshooter is a hoppy wheat beer named for Ohio-born exhibition shooter Annie Oakley.

    Along with refreshed packaging, GLBC will release redesigned taphandles, signage, and merchandise around Memorial Day. A new company website will launch in May, along with the new Great Lakes Brewing Company Beer Symposium—a visitor’s center and event space.

    For more information visit greatlakesbrewing.com
     
    #1 GLBC_Marketing, Feb 5, 2015
    Duff27, HereforBeer and ojgio like this.
  2. kylelenk

    kylelenk Initiate (0) Apr 17, 2012 Michigan

    Dat Futura Bold tho.
     
    #2 kylelenk, Feb 5, 2015
    RyanMM, mbockstruck30 and ojgio like this.
  3. Stevedore

    Stevedore Grand Pooh-Bah (5,096) Nov 16, 2012 Oregon
    Pooh-Bah Trader

    The new artwork looks much more abstract than the original artwork. Not sure how I feel about that.
     
    #3 Stevedore, Feb 5, 2015
    aasher and FUNKPhD like this.
  4. PaulyB83

    PaulyB83 Maven (1,399) Sep 1, 2013 Michigan

    Sorry but these suck.
     
    #4 PaulyB83, Feb 10, 2015
  5. fredmugs

    fredmugs Initiate (0) Aug 11, 2012 Indiana

    As I recall your labels have Best By instead of Bottled On dates. That's the upgrade you need to make.
     
    #5 fredmugs, Feb 10, 2015
    Josbor11, RyanMM, barrybeerdog and 3 others like this.
  6. FaradayUncaged

    FaradayUncaged Initiate (0) Oct 24, 2014 Michigan

    Just in time for Burning Riverfest.

    I'm not completely sold on the change, but looking forward to seeing them nonetheless.
     
    #6 FaradayUncaged, Feb 10, 2015
  7. ojgio

    ojgio Initiate (0) Jan 23, 2014 Michigan

    Although not particularly inspiring, they're better than what they had. Interested to see them up close.

    FIFY :slight_smile:
     
    #7 ojgio, Feb 10, 2015
  8. FinchSCF

    FinchSCF Initiate (0) Aug 22, 2013 Michigan

    I can dig it. I guess the part of me that doesn't like it is that the older labels have "that distinct GLBC" style to them. These labels have a more contemporary, "brand family" style to them and I respect that. But above all the beer inside won't change and that's all I'm worried about.
     
    #8 FinchSCF, Feb 11, 2015
    Duff27 likes this.
  9. kylelenk

    kylelenk Initiate (0) Apr 17, 2012 Michigan

    Someone was watching some Wes Anderson.
     
    #9 kylelenk, Feb 11, 2015
    ojgio likes this.
  10. lonewolf371

    lonewolf371 Initiate (0) Apr 27, 2014 Michigan

    I'm not a fan. Loved the old labels. They were very distinctive within the world of craft beer.
     
    #10 lonewolf371, Feb 11, 2015
    PaulyB83 likes this.
  11. caffeinateme

    caffeinateme Initiate (0) Aug 18, 2009 Ohio

    I dig them. Brings their branding into the 21st century and makes them look like they compete with the up-and-comers instead of looking like a stodgy, unexciting old brewery.
     
    #11 caffeinateme, Feb 12, 2015
    Duff27 likes this.
  12. Tripel_Threat

    Tripel_Threat Grand Pooh-Bah (4,302) Jun 29, 2014 Michigan
    Pooh-Bah Trader

    As long as Dortmunder is the same on the inside, they could put a plain white label on the outside for all I care.
     
    #12 Tripel_Threat, Feb 12, 2015
  13. FMPLover24

    FMPLover24 Aspirant (257) Dec 1, 2011 Kansas

    I would have kept the original artwork and just used the new font.
     
    #13 FMPLover24, Feb 12, 2015
  14. atone315

    atone315 Initiate (0) Oct 8, 2008 Wisconsin

    I was thinking the exact same thing.
     
    #14 atone315, Feb 12, 2015
  15. UrbanCaveman

    UrbanCaveman Pooh-Bah (1,866) Sep 30, 2014 Ohio
    Pooh-Bah Trader

    Being blunt, these look like the Playskool edition of the old labels. Which I liked well enough to pick up a couple posters of at the gift shop, so perhaps I'm biased.

    As long as the contents of those Eliot and Ed Fitz bottles are the same, though, I couldn't care less if they were packaged in juice boxes with stick figure drawings.
     
    #15 UrbanCaveman, Feb 14, 2015
  16. nicholasofcusa

    nicholasofcusa Initiate (0) Jan 14, 2006 Florida

    Old labels are much better.
     
    #16 nicholasofcusa, Feb 14, 2015
  17. Nctide

    Nctide Initiate (0) Oct 3, 2014 Indiana

    Well done--distinctive artwork and a fresh look while retaining the signature black background. This is a nice update befitting the world class beer inside.
     
    #17 Nctide, Feb 14, 2015
  18. dailyminefield

    dailyminefield Maven (1,439) Jun 13, 2012 North Carolina

    These new collage-style images are definitely an upgrade over he old, amateur Photoshop'd ones, from an artistic point of view. I get that some people wanted to hold onto the traditional labels though.

    Hey, if the Browns can change their uniforms, then GLBC can change their branding!
     
    #18 dailyminefield, Feb 14, 2015
  19. Wookiefist

    Wookiefist Initiate (0) Jul 25, 2013 North Carolina

    These labels are awful.
     
    #19 Wookiefist, Feb 14, 2015
  20. BeyondDescription

    BeyondDescription Initiate (0) Feb 9, 2009 Vermont
    Trader

    I definitely like the old labels, better.
     
    #20 BeyondDescription, Feb 14, 2015
Page 1 of 2
Thread Status:
Not open for further replies.