Elbongurk Design || Branding & Package Design || Stevens Point, WI

Stevens Point Design & Branding Services

Jack Pine Brewery Case Study

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Identity Extension & Flagship Beer Rebrand

A lineup of the five core cans (Fenceline, Duck Pond, Red Squirrel, Lone Wolf, and Dead Branch) with their new branding. Each can has a unique color and design, with a matte black base.

Summary:
Jack Pine Brewery, known for its bold and unique craft beers, needed an identity extension and a rebrand for its flagship series. We created a cohesive, eye-catching design system that allowed each beer to stand on its own while staying true to Jack Pine’s roots.

Section 1: The Challenge

The challenge was to refresh the look of their six flagship beers while maintaining consistency and familiarity. They needed a system that allowed each beer to stand out on the shelf individually but also function together as a cohesive product family.

A before-and-after comparison of one of the flagship beers, showing how the branding evolved from an older, outdated look to a sleek, modern design.

Section 2: The IDENTITY Solution

We extended the Jack Pine Brewery identity, keeping the original primary logo intact as it was a major feature on the feature wall of their brewery and used widely across the existing brand, while building a visual system that allowed for flexibility within the identity for use across brands and in merch.

We took the original Jack Pine logo and build out a system of supporting marks and sub-logos that can be used across the brand. This helps create flexibility, recognizability, and gives more opportunity for merch variety.

The CAN DESIGN Solution

Key design elements included a matte black can base, bold typography for the beer names, and individual color schemes and emblems for each product. The visual system maintained cohesion across the series but allowed flexibility for future expansion.

Individual can mockups for Fenceline, Duck Pond, Red Squirrel, Lone Wolf, Dead Branch, and Blood Moon, showcasing their unique designs with bold colors and emblems.
Close-up of Dead Branch can design highlighting the unique emblem.

Section 3: The Results

The rebranded flagship series created a unified look that made Jack Pine’s products instantly recognizable on the shelf. Each beer design retained its own individuality through distinct colors and graphics while the overall design system reinforced Jack Pine’s strong brand identity. The use of matte PSL labels on black cans provided a slick, cost-effective solution that made the products stand out.

Section 4: Conclusion & Ongoing Impact

This rebrand positioned Jack Pine Brewery for future growth, giving them a versatile identity system that can be expanded into merchandise and new product lines. The consistent visual design across the flagship series reinforced Jack Pine’s commitment to quality and creativity, while the flexibility of the new system allows them to introduce new products without losing the strength of their core identity.