Stowe, Vermont-based von Trapp Brewing will launch refreshed branding in the first quarter of 2024, including a reimagining of its ibex logo and updated packaging.
The new look packaging will begin shipping to distributors in February and is expected to be on shelves throughout von Trapp’s 13-state footprint by the end of March.
The roll out marks the culmination of 36 months of perfecting the brand refresh, Sam von Trapp, EVP of Trapp Family Lodge and von Trapp Brewing, told Brewbound.
Von Trapp, whose family inspired The Sound of Music musical, admitted that his family’s old-school ethos at times clashed with the brand overhaul. However, he credited his team with showing why the move was necessary, which led him to taking a step back from the process.
“It really came down to trust and an appreciation for these guys,” he said.
Michael Whitty, von Trapp’s director of sales and marketing, described the three-year process as a “look inside and a look outside who we are and who we’re going to become as we grow up as a brand.”
Ryan Thibault, a consultant who led the project, said it was important “to stay true to the legacy” of the von Trapp and pay homage to their Austrian heritage, while updating it with a modern flair. The effort was aimed at presenting a modern brand aesthetic that can appeal to a more diverse and youthful audience, he added.
“We wanted to restage the brand in a way that would better reflect the brewery itself and what they’ve grown into,” Thibault added.
The result is new brand-forward packaging that places style second in the hierarchy. Thibault said shifting the hierarchy from the style to the brand was important as von Trapp has expanded distribution down the eastern seaboard.
“That was very deliberate because von Trapp does have some brand recognition and we really wanted the Von Trapp name to be the driver,” he said.
The packaging creates a billboard effect with a bold color scheme for core offerings that honors the previous branding, but offers a premium look with gold lids and ribbons on the style identification. It also features Vermont mountain scenes, playing into the Trapp Family Lodge’s surroundings.
Among the trickier parts of the brand refresh was the evolution of the company’s ibex logo, which had been used since the brewery was founded in 2010. von Trapp admitted a personal attachment to the logo, but credited his team with providing a compelling brand evolution.
The updated ibex logo now looks forward, as opposed to the previous shield’s sideways perspective. The forward looking icon was a deliberate nod to the company’s focus on the future, general manager Kevin Wheeler said.
The brand refresh comes as von Trapp is “aggressively opening new markets,” Whitty said. In 2023, the company added distribution in Tennessee and parts of Michigan. The brewery also began sending beer to Colorado, with a full kickoff in early 2024. Looking ahead to next year, the brewery expects to add North Carolina, Florida and Oregon.
“Where a lot of people are pulling back, we have the capacity, we have the quality, we want to share our lagers,” Whitty said. “And as we get outside of New England through the Mid-Atlantic, that 12 oz. package is everything. A lot of those markets really only want a 12 oz. package, so we think we’re in a good position.”
The brewery is on track to finish 2023 between 16,000 and 19,000 barrels of beer, Wheeler said. He noted the brewery’s growth has slowed for shipments and the company will post growth of +1% to +2% this year compared to 2022.
Whitty said the brewery’s draft sales are up, while package sales have been flat.
“Steady, sustainable growth is critical,” von Trapp added. “I think the growth in these new markets, it’s really important to make sure that we’re getting back to them, that we’re paying attention to them, that we’re not just sort of forgetting about and moving on to another new market.”
“We’re really banking on this rebrand to pick up the slack,” Whitty added.
