Bell’s Brewery Updates Logo, Packaging Artwork


Kalamazoo, MI – For more than 30 years, Bell’s Brewery has focused on brewing beer that follows the vision of its President and Founder, Larry Bell.

Bell’s dedication to quality begins with sourcing the finest raw ingredients and continues into the brewhouse, the quality lab, all the way to your glass. It is continuously adding to, and refining its process in every aspect, to ensure and reinforce those expectations of quality.

“As we continue to brew the best beer we can, we wanted to make sure our packaging reflected the quality of the beer inside,” said Bell’s Vice President Laura Bell.

Over the past year, Larry Bell and Laura Bell, have been working with a team at Kaleidoscope to look at the imagery of each member of the Bell’s family of beers.

“We wanted to make sure our packaging and logo maintain the heritage and vision of our brands while highlighting the style of each beer, in a way that is consistent with who we are as a brewery,” Larry Bell said.

Today, Bell’s is very excited to share a first look at its new logo and packaging before both begin to roll out later this year.

The Bell’s logo is changing to better reflect the Bell’s name and the branding it is so proud of. Certain brands will also change to highlight the flavor and characteristics of the beer inside.

“We are incredibly thankful to the artists who created the iconic art featured on so many of our brands. They have helped showcase our creative side and in turn, helped our brewery grow,” Larry Bell said.

Bell's Oberon

Fan favorites, like the Two Hearted Brook Trout and Oberon Sun are not going anywhere. They will actually be displayed more prominently.

While being respectful to those works of art, Bell’s also wanted to pay homage to where it has been. In line with its commitment to quality, Bell’s wanted its packaging to reflect the beer inside by highlighting styles and descriptions more clearly.

“The essence will remain the same. That will always be a part of who we are,” Larry Bell said.

In keeping with Bell’s commitment to sustainability and its environment, these changes will be introduced over time to cut down and eliminate waste.

This is the culmination of 30 years of inspired brewing. Bell’s 30th anniversary and Funvitational were just the beginning of another chapter for the family-owned brewery.

“We’re proud of where we’ve been and are just as excited about where we’re going, something we are excited to share more about in the months ahead,” Laura Bell said.

Bell's 6 packs

About Bell’s Brewery, Inc.:

Bell’s Brewery, Inc. began in 1985 with a quest for better beer and a 15 gallon soup kettle. Since then, we’ve grown into a regional craft brewery that employs more than 470 people over a 23 state area, in addition to Puerto Rico and Washington DC. The dedication to brewing flavorful, unfiltered, quality craft beers that started in 1985 is still with us today. We currently brew over 20 beers for distribution as well as many other small batch beers that are served at our pub in Kalamazoo, the Eccentric Cafe. Our ongoing goal is to brew thoughtfully, creatively and artistically. 100% family-owned and independent, we strive to bring an authentic and pleasant experience to all of our customers through our unique ales and lagers.