Branding Checkup: Boulevard Brewing Refreshes Its Look


It’s been nearly 16 years since Boulevard Brewing altered its appearance, but in an effort to appeal to more consumers in more places, the Kansas City-based brewery is now beginning to test new packaging designs.

Over the next several months, the company plans to introduce new labels, designed in partnership with Helms Workshop, a Texas-based strategic design studio that has worked with beverage clients like Austin Beerworks, Spencer Trappist Brewery and Southern Comfort.

“We have not made any significant changes for quite a few years, so in a way, we really thought we were overdue,” said Payton Kelly, Boulevard’s design director.

The goal with the redesign, the brewery said, is to “provide better visibility for the Boulevard brand at retail, more consistency within the brewery’s much expanded beer portfolio and refresh the brand’s overall visual identity.”

“The identity wasn’t broken, but we saw an opportunity to enhance it and make it more representative of what Boulevard is today,” Jeremy Ragonese, Boulevard director of marketing said in a statement.

Take a look at one of the early redesigns for Tank 7, below.