Last week, Colorado’s third oldest brewery, Breckenridge Brewery unveiled a collection of modernized packaging designs at their Colorado press and industry event. The new designs include Breckenridge’s seasonal suite of brews as well as its main line, with updates to the IPA as well as the Nitro series to be released later this year.
“Designing this new packaging was a fantastic experience. The client knew exactly what they stood for and where they wanted the new designs to take them,” shared Josh Witherspoon, Associate Partner, Creative Director at VSA. “It felt like we were designing this packaging with a friend, which isn’t something you come by every day.”
To help distinguish the brews on the shelves and complement the updated packaging, VSA started the refresh by finessing the Breckenridge Brewery logo mark. And, in order to maintain the same sense of craftsmanship and dedication to its heritage portrayed on Breckenridge’s current packaging, VSA began working from the existing color schemes and key elements unique to each brew (such as the sugar skull seen on the Agave Wheat Ale and the grinning crescent moon displayed on the Oatmeal Stout). However, updates to overall color palette, typography and other elements helped modernize the look and feel of each brew.
After finalizing a concept that unified the various brews while still portraying their unique flavors and personas, German illustrator Florian Schommer was brought on to help further detail and bring to life VSA’s re-imagined designs.
The new designs are seen on both the primary—including bottles and cans—and secondary packaging—cartons and cases.