Jack Pine Brewery

Creating a craft beer brand as bold and unique as its owners

Jack Pine Brewery, known for its bold and unique craft beers, needed an identity extension and a rebrand for its flagship series.

The Challenge

How do you refresh the look of six flagship beers while maintaining consistency and familiarity?

Jack Pine Brewery, known for its bold and unique craft beers, needed an identity extension and a rebrand for its flagship series. They needed a system that allowed each beer to stand out on the shelf individually but also function together as a cohesive product family.

Flagship beers: 6
Brand assets: 7
Unique emblems: 6

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What We Did

We began with a deep-dive interview to understand the company’s core values, audience, and growth goals.

The discovery phase revealed that Jack Pine's identity was deeply rooted in the feature wall of their brewery, and used widely across the existing brand, which allowed us to build on that in order to extend the Jack Pine Brewery identity, while keeping the ethos of the already built brand.

Jack Pine Brewery Building and Original Identity

The Results

Each beer design retained its own individuality through distinct colors and graphics while the overall design system reinforced Jack Pine’s strong brand identity.

Branding

Can Architecture

Key design elements included a matte black can base, bold typography for the beer names, and individual color schemes and emblems for each product.

Packaging

Carton Extension

Twelve pack cartons of the two best selling beers were developed that closely extended the design elements from our developed can architecture.

Branding

Rebrand & Full Identity Extension

We extended the Jack Pine Brewery identity, while keeping the ethos of the already built brand.

Design

Design Elements

The new cans featured subdued wood grain background, a prominent feature of the old design we wanted to keep for brand recognition.

Branding

Merchandise Extensions

The updated logo was designed with flexibility in mind, making it easy to apply to various merchandise, helping superfans spread the word for Jack Pine.