New Belgium

New Belgium Packaging Update

February 14, 2014 | Designed by Hatch


I’m a little late to the party, but New Belgium Brewing recently unveiled a total packaging redesign. The update takes a cleaner direction while staying consistent to the brand. This move also unifies the lineup, which, previously had a couple of different looks.

New Belgium Previous Lineup

A sample of New Belgium’s previous packaging.

New Belgium Logos

As an added bonus, there’s now one less brewery using Copperplate Gothic.

New Belgium Brewing is revealing 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 iconic and playful 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. We know that while the watercolors will always be part of the New Belgium story, we think the new 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.

While the new look is a cleaner and more easily seen at a distance, the art is anything but cookie cutter in that every image starts as a photo and is repainted by hand. Much of the line — Fat Tire, Ranger — is simply a reimagining of our original themes.

In line with our Belgian-beer roots, we’re a brewery and culture of innovation. We’ve done that with our beer portfolio for more than two decades, and it felt right to evolve our look as we’ve evolved our beers. While we were doing that, Ann Fitch announced that she was retiring from commercial production. In the end it was a happy circumstance and a win-win for all parties in that regard. Her final label, Accumulation White IPA, captures the New Belgium Airstream — a significant part of our history that, like Ann, helped take New Belgium story to the rest of the country.

— New Belgium Brewing

New Belgium Bottles

New Belgium Bottles

New Belgium Bottles

New Belgium 1554

New Belgium Abbey

New Belgium Blue Paddle

New Belgium Rampant

New Belgium Ranger IPA

New Belgium Snapshot

New Belgium Spring Blonde

New Belgium Summer Helles

New Belgium Sunshine

New Belgium Trippel

New Belgium Summer Helles

The new cases are lighter, cutting out 417 tons of packaging per year.

New Belgium Folly

New Belgium Blue Paddle

New Belgium Cans

New Belgium Cans

New Belgium Fat Tire

New Belgium Ranger IPA

New Belgium Folly

Comments (7)

  1. “As an added bonus, there’s now one less brewery using Copperplate Gothic.” HA!

    LOVING these!

  2. Yes.. but another using Lobster :\

  3. Probably one of the best solutions I’ve seen for a suite of beers. Super solidness.

  4. I agree. A very nice and refined collection. I do worry that they may have departed a bit too much from their somewhat iconic bottle labels, especially for the New Belgium faithful.

  5. It has an “I Spy” feel to it. All of their beers are now associated with single icons, icons that are all items you’d be determined to find with your little eye in the clutter of a child’s toy chest laden bedroom.

    Was kind of a sucker for the original Fat Tire packaging. Still on fence about some of the new stuff. Glad they’re still using the same style of glass bottle, though.

  6. Leah Giberson, holding up your end of the family with Dudley, Tessa, Petrova, Betsy, Ned, etc. etc. I see. Congrats on your beautiful Beer labels, logos illustrations, Nice ,Nice work! Peter H. Dudley

  7. I actually love the simplified color/art on the mother carrier boxes (the brown cardboard Blue Paddle box), but find everything else a little too Norman Rockwell for me. It doesn’t feel creative or crafted anymore, it’s so perfect and normal. Also, all these can images look to be digital renderings — would love to see how they produced for real. Did they print 4-color process on the cans? Cans are looking better and better every year, but these look challenging to produce as good as these digital mock-ups.

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