Brooklyn Brewery: Honoring a Legacy with a Bold New Identity

Brooklyn Brewery, a known figure in the craft beer scene of New York has always been admired for its lively and diverse selection of brews. Since its establishment in 1988 the brewery has left a mark not just with its wide variety of beers but also with its iconic branding. The original logo, crafted by the Milton Glaser became inseparable from Brooklyn Brewerys image. Now in a development Brooklyn Brewery has introduced a new masterbrand in partnership with the global agency Thirst to bring together its varied product lineup while paying homage to Glasers legacy. This article will delve into the history of Brooklyn Brewery shed light on the inspiration behind the masterbrand and uncover the creative journey that gave it shape.

A Tradition of Creativity

Founded in 1988 by Steve Hindy and Tom Potter Brooklyn Brewery swiftly gained recognition for its inventive beers playing a key role in pioneering the craft beer movement across the United States. From its stages the brewery distinguished itself not only for its top notch brews but also for its unique branding. The logo designed by Milton Glaser, known for creating the I ❤️ NY" logo was instrumental, in defining Brooklyn Brewerys identity.

Glasers artistic creation, featuring a script and lively hues beautifully captured the essence of Brooklyn and became an adored emblem among beer enthusiasts worldwide.

The Emergence of a Craft Beer Icon

Over time Brooklyn Brewery has evolved from a gem to a globally renowned label. Their range of brews such as Brooklyn Lager, Brooklyn East IPA and Brooklyn Pilsner have garnered accolades and are cherished by beer aficionados around the world. Despite its growth the brewery has stayed true to its origins by pushing brewing boundaries while honoring Brooklyns unique culture and heritage.

Navigating Challenges of Brand Expansion

As Brooklyn Brewery expanded its product offerings and entered markets it encountered the challenge of maintaining a consistent brand identity. Each beer possessed its distinctive character and branding that while effective on their own presented a fragmented image when viewed collectively. The brewery sought to devise a strategy that would bring together its portfolio while preserving the individuality of each product.

Collaboration with Thirst

In response to this challenge Brooklyn Brewery teamed up with Thirst, an esteemed global agency recognized for their prowess, in branding and design.

Thirst had previously collaborated with Brooklyn Brewery on the branding for Brooklyn Pilsner and Pulp Art leveraging their understanding of the brand to become an ideal partner for this ambitious project. The aim was to establish a masterbrand that would ensure uniformity and coherence across Brooklyn Brewerys expanding product range all while paying homage to its heritage and the iconic legacy of Milton Glaser.

Crafting the Masterbrand

A Strategy of Gradual Progression, Not Radical Change

The new masterbrand strategy was crafted around the concept of progression rather than abrupt transformation. With Brooklyn Brewery already enjoying recognition and success the emphasis was on refining and consolidating its identity rather than initiating a complete overhaul. At the heart of the masterbrand lies the notion that Brooklyn represents not just a physical location but also a state of mind. This essence is encapsulated in the tagline; "Embodying The Spirit of Brooklyn."

The Significance of the Black Frame Element

Central to the masterbrand is the black frame element showcasing the Brooklyn Brewery brand symbol. This frame acts as a backdrop, for all branding components allowing Brooklyns unique essence to shine through while ensuring consistency across various products and markets.

The versatile black frame can be customized to feature brand campaigns, sub brands or a mix of multiple sub brands offering adaptability and unity.

Improving Core and Sub Brand Elements

Thirst carefully. Enhanced all core and sub brand elements in the overarching brand project. This process involved simplifying how different components coexist and come to life beyond the packaging of the brand. The iconic primary logo, crafted by Glaser remains an aspect ensuring consistency and familiarity. Additionally Thirst introduced a secondary logo. A horizontal wordmark that enhances impact while maintaining strong visual connections to the primary logo.

Introducing Off Pack Designs

In addition to the packaging Thirst introduced off pack designs for each sub brand. These designs capture distilled versions of the character and personality of each beverage allowing diverse beer combinations to peacefully coexist without visual competition. This adaptable layout system guarantees that the masterbrand stays versatile and dynamic capable of meeting media requirements and local market demands.

Global Implementation

The revamped masterbrand is currently being launched on a global scale presenting a unified and coherent identity, across Brooklyn Brewerys wide ranging portfolio.

Thirst described this project as an exercise focused on simplicity and restraint aiming to highlight the Brooklyn brand while honoring its sub brand identities. The outcome is a culturally significant masterbrand that stays true to Brooklyn Brewerys roots and is easily recognizable.

Capturing the essence of Brooklyn was at the heart of the creative process behind Brooklyn Brewerys new masterbrand. Thirst sought to infuse the brand with the diverse and creative spirit that characterizes Brooklyn. This involved maintaining the brewerys history while ensuring its relevance in a rapidly evolving global market. The agencys approach was to capture Brooklyns essence and transform it into a visual and emotional experience that would resonate with beer enthusiasts worldwide.

The collaboration between Brooklyn Brewery and Thirst was founded on a vision and respect for the brands heritage. Thirsts team delved into Brooklyn Brewery’s history, culture and values to grasp its core identity. This comprehensive exploration was crucial, in developing a masterbrand that not paid homage to the brewery’s legacy but also aligned with its future goals.

The development process was an effort with numerous rounds of feedback and adjustments to ensure the fresh identity was both innovative and genuine

The Updated Visual Identity

The representation of the new primary brand combines elements of tradition and modernity. It maintained aspects of Milton Glasers original design like the iconic "B" and the brewerys name, to uphold continuity and familiarity. However these elements underwent a revitalization to suit the context. The outcome is a design that exudes timelessness yet remains relevant offering a blend of the classic and the new.

Fonts and Color Scheme

Careful consideration went into selecting fonts and colors that mirror the brands dynamic essence. The new typefaces are sleek and contemporary enhancing legibility while adding a touch of elegance. The color scheme, rooted in the green and black hues has been expanded to include lively tones that capture attention and vitality. These shades are strategically applied across products and packaging creating a cohesive yet diverse visual impact.

Designing Packaging

Packaging design is integral, to the overarching strategy of the brand revamp. Each products packaging has been meticulously crafted to stand out while harmonizing seamlessly with the broader brand lineup.

The utilization of the black frame device ensures that each package stands out as part of the Brooklyn Brewery collection. The designs are bold and eye catching featuring consistent branding that makes them easily noticeable on store shelves appealing to consumers.

Physical Interactions

The new masterbrand goes beyond packaging to encompass all digital and physical interactions. This includes everything from the brewerys website and social media presence to its taproom and merchandise. By applying the new visual identity across all platforms it guarantees a unified brand experience for consumers whether they are engaging with Brooklyn Brewery online or in person.

Reception in the Market

Since introducing the masterbrand Brooklyn Brewery has received positive feedback from both consumers and industry experts. The updated identity has been commended for its ability to honor the brewerys history while positioning it for expansion. The cohesive branding has helped solidify Brooklyn Brewerys presence in markets and ease its entry into new ones.

Enhancing Brand Loyalty

The new masterbrand has also played a role, in enhancing brand loyalty. By establishing an unified and recognizable identity Brooklyn Brewery has strengthened its bond with its devoted customer base.

The fresh branding showcases the brewerys dedication to quality, creativity and genuineness values that deeply connect with its followers.

Looking Forward

Moving the updated masterbrand positions Brooklyn Brewery for ongoing success in the competitive craft beer industry. The coherent and adaptable branding approach enables the brewery to adjust to evolving market trends and customer preferences while staying true to its identity. This flexibility will be vital as Brooklyn Brewery continues to innovate and unveil offerings.

Focus on Environmental Responsibility

As part of its plans Brooklyn Brewery is also prioritizing sustainability. The refreshed masterbrand incorporates elements that mirror the brewerys commitment to stewardship. From packaging materials to eco conscious brewing practices Brooklyn Brewery is taking measures to lessen its impact on the environment. This dedication not resonates with many of its patrons but also establishes the brewery, as an industry frontrunner.

Global Expansion Efforts

The updated masterbrand will further bolster Brooklyn Brewery’s initiatives to broaden its reach. With a cohesive brand identity the brewery is well prepared to enter new markets and attract a diverse international following. The versatility of the masterbrand ensures it can be tailored for cultural settings while upholding a consistent global presence.

In wrapping up the latest overarching brand from Brooklyn Brewery pays tribute to its history, state and future outlook. By blending Milton Glasers timeless design with an unified identity the brewery has paved the way for ongoing progress and triumph. The partnership with Thirst has given rise to a masterbrand that exudes courage and authenticity capturing the essence of Brooklyn. As Brooklyn Brewery ventures into this phase it remains devoted, to its fundamental principles of excellence, creativity and environmental consciousness ensuring its lasting status as a cherished and iconic label for years ahead.