Full Sail Brewing has updated its look. The Oregon-based craft brewery this week unveiled a new logo and refreshed artwork for several of its core brands.
Focusing on natural elements and landmarks surrounding the brewery, the rebrand was intended to emphasize Full Sail’s connection to nature and to modernize the company’s image in a market flooded with thousands of craft beer options.
“In an increasingly competitive craft beer marketplace, we knew Full Sail’s packaging needed to be as notable and attention getting as the award-winning brews inside the bottle,” Jamie Emmerson, Full Sail’s executive brewmaster, said via a press statement.
A new crest featuring wind, barley, water, and nearby Mount Hood replaces a simple badge in Full Sail’s logo, which always included the word “Independent” above the brewery’s name.
Full Sail also updated label and six-pack carrier artwork for several packaged offerings — beginning with its Amber, Pilsner, Classic IPA labels as well as newly-introduced Hop Pursuit IPA and Blood Orange Wheat brands. Scenes of the Columbia River Gorge and farms growing hops and barley have replaced graphics that had been designed to make the six-packs look wooden. Each carrier also now features a topographical map and the exact GPS coordinates of the company’s location along the Columbia River.
“This rebranding reflects our pride and heritage as one of the original craft brewers as well as our vision for the future, which – more than anything – entails continuing to make delicious beer that we know our customers love,” Brewmaster Jim Kelter said in the press release.
The brewery described the updated designs as a way to highlight its principles and natural heritage — paying “homage to Hood River’s water sources, bounty of fresh ingredients, the brewery’s commitment to environmentally sustainable practices, and of course, the award-winning taste in each and every bottle.”
News of the rebrand came almost exactly one year after the former employee-owned company sold to Oregon Craft Brewers Company, a holding group created by the San Francisco-based investment firm, Encore Consumer Capital.
Check out the full rebrand below.