After 30+ years of an unchanged logo and visual identity, Brooklyn Brewery acknowledged a need to refresh their product design; strengthening their identity and subtly modernizing the brand. Over the course of 2021-2022, I managed this delicate process, working with internal and external stakeholders between creative, sales, and design agencies to moderate feedback discussions, provide actionable next steps, align on goals, and translate a new design across multiple touchpoints including packaging, digital brand identity, and POS.

Not only did our new design hierarchy need to be eye catching and successful, it also needed to serve as a template through which we could launch new products. I worked closely with our designers to future-proof our new concepts, while also following guidance from leadership to ensure we carried on our iconic, original Brooklyn identity. We launched a new design across seven products, each with at least four different varieties of primary and secondary packaging and within months saw an increase in vendor pickup, on-shelf standout, and consumer awareness.