Brand Refresh

The Samuel Adams brand was feeling outdated, old-fashioned, and lacked consistency. The goal was to move the Sam Adams brand forward with a confident, modern look and creative thread that celebrates each style in our portfolio with a united design system. Along with a national packaging refresh, we wanted to bring consistent brand guidelines to point of sale, advertising, social media and the Sam Adams hospitality experience.

Brewery & Taproom Experience

Art Direction - Cait Buser
Designer - Libby Anderson

There was previously no guidelines or brand consistency for the Brewery & Taproom exclusive releases. It was important that these products tie back to the national brand to build brand recognition. Being that these brews are limited release and tend to be somewhat out there, we also wanted to these to have more personality while still maintaining the thread back to the national brand. Capitalizing on our distinct brand assets, every can must utilize the Sam Adams navy blue shield.

More Sam Adams Creative

Love Conquers Ale

Sips of Summer

Spice Up the Holidays

American Light

New England Juicy IPA

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