Salt Lake City, UT
Branding, Packaging & Art Direction
Brand Strategy, Identity Development, Package Development
We were approached by Shades of Pale Brewing to help them transition their brand towards a new vision, simply as Shades Brewing. When we began discussions with Shades of Pale, their brand was disjointed without a clear message or creative direction.
Through several conversations and creative association exercises about the Shades brand, we began to develop a defined message– one about hard work and creativity–as expressed through their unique beers.
With a major shift occurring, it was important to us to understand the brand and what it stood for before creating a visual identity for it.
When it came to design, we focused heavily on the bottle and 6-pack designs given one the primary goals of the rebrand was to raise consumer awareness and increase sales in a continually growing Utah beer market. We looked for ways to differentiate the brand, without alienating it.