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Squatters Craft Beers is a highly awarded 25 year old Utah brewery that is well–regarded by sophisticated craft beer drinkers. Our goal was to revitalize the Squatters Craft Beer brand to reflect these qualities. Crafting a look that would appeal to enlightened beer drinkers who care about their beer, their communities, and the environment.
Using sepia toned photos on a softly textured, almost weathered looking background helped convey a sophisticated yet warm and natural look and feel. Custom deckled edge labels add to that sophistication, as does the proprietary wordmark–embossed bottle design. This project involved identity, typography, individual beer naming, copywriting, and all packaging elements including bottles, labels, crowns, 6-pack and 12–pack carriers.
Squatters Craft Beers saw dramatic growth in the months following the introduction of the new branding. “I’m thrilled with the new Squatters packaging. I feel it truly reflects the core values we’ve had for 25 years, provides our customers finely crafted, satisfying and interesting beers and maintains a solid commitment to our community and our planet, while providing great jobs and opportunities for the people we work with — now almost 500 company-wide.”—Peter Cole, Squatters Founding Partner.