New Belgium Brewing will reveal a whole new look and feel in 2014 with a portfolio-wide packaging refresh due to hit markets in January. The new design reimagines New Belgium’s watercolor imagery from the past 22 years through a modern lens. The artwork will progress many of the themes celebrated in New Belgium’s labels over the years, which have been hand-painted by founder Kim Jordan’s neighbor, Ann Fitch, since the brewery’s beginnings.
“This colorful, handcrafted look has been with us since our inception and the new design brings the portfolio together in a fresh and contemporary way,” says New Belgium’s strategic marketing and branding director, Josh Holmstrom. “We feel these designs will delight our long-time fans while also inviting new folks into the fold.”
The new design, created by Hatch Design of San Francisco, featuring illustration by artist Leah Giberson, will appear on all brands and packages. The only place to officially see the redesigned labels as they are revealed is in the Exclusive Content section of New Belgium’s mobile app. Users can download the app for free by searching “Beer Mode” in the App Store or Google Play.
Ohio beer drinkers will get an early firsthand look at the new artwork when New Belgium opens that market in December 2013.