Branding Checkup: Ninkasi Redesigns Its Flagships

The New Ninkasi

Makeovers ares the name of the game in craft these days, even for relative newcomers like Ninkasi Brewing.

The Oregon-based craft brewery, which was founded in 2006, this month will rollout rebranded versions of flagship offerings Total Domination IPA, Tricerahops Double IPA and Dawn of the Red, Red IPA.

The revamp, the company said, is aimed at telling a “bigger visual story.”

“Art and music have always been at the center of everything we do,” co-founder Jamie Floyd said in a press release. “As we celebrate a decade of brewing, it seemed like a natural time to give our brands an updated look that further expresses who we are and where we are going.”

But unlike other craft breweries that have turned to design firms and branding agencies for help retooling their looks, Ninkasi kept its latest refresh in-house.

The new labels were co-developed by the company’s design team and current artist in residence Neal Williams, a Eugene-based gig poster artist and illustrator who helped create the brewery’s “Ground Control” labels. Williams has created posters for notable bands, including The Black Keys, Queens of the Stone Age and Dave Matthews Band, among others.

According to Ninkasi, the new labels reflect “the brewery’s move to a more art-forward aesthetic capturing the personality of each beer.”

“This new style celebrates our brand entering into a more art-focused look while also reflecting how our consumers have shown us they like to enjoy these beers,” co-founder Nikos Ridge said in the release. “Whether that’s summiting a mountain with Total Domination IPA, celebrating with Tricerahops Double IPA, or watching a cult classic with Dawn of the Red.”

The company’s Easy Way IPA and Helles Belles already boast similar elements of the new aesthetic, the company said.

Ninkasi’s descriptions of each beer, and their corresponding redesigns, are included below.

Total Domination IPA

Ninkasi’s first Flagship beer, Total Domination ranks as the top selling IPA in Oregon. Over the years, Ninkasi fans have demonstrated this beer is best enjoyed when exploring the great outdoors, no matter if it’s camping or mountaineering. The new look of Total Domination features a scenic mountain range, bringing the serenity and adventurous spirit of the Pacific Northwest to wherever this classic Northwest IPA is enjoyed.

Tricerahops Double IPA

Known for its colossal hop profile, Tricerahops Double IPA has garnered quite a fan-following. Often referred to as “the party animal,” this beer’s fun-loving nature and big hop profile keeps Tricerahops on the go-to list of many hopheads. With a refreshed look, the true nature of this beer is brought to life. Inspired in-part by Ninkasi’s in-house fabrication shop, the branding features a metal-constructed Triceratops overtaking a lost world.

Dawn of the Red, Red IPA

Ninkasi takes pride in embracing its nerdier side along with its rock ‘n’ roll spirit. Dawn of the Red, Red IPA combines both passions, featuring elements of a post-apocalyptic, zombie-ridden world. The updated look incorporates scenes from Eugene, including the city’s iconic Ferry Street Bridge crossing the Willamette River. Paired with a rock ‘n’ roll.