To do something special to celebrate the brewery’s 25th anniversary in 2018, the folks at Avery Brewing Company decided to seize the “opportunity to refresh its package designs to match the quality of the liquid art inside.” They initiated a search for someone that could produce new artwork that tells “a cohesive and straight-forward brand story, which is all about beer”, and they found that in Neil Shigley, a San Diego based artist. Shigley was able to provide Avery with “one-of-a-kind artwork that was modern and fresh, but still honored the heritage that past designs have left on the community and fans.”
“Our goal was to stay true to the artistry that each beer represents while also building a beacon of light in a sea of choices,” says Avery Brewing Co. Founder and CEO, Adam Avery. “We are driven to create inspiring beer experiences and the new artwork reflects the focus of our craft.”
“A project like this is rare,” says Shigley. “Great people, cool art direction, and a focus on great beer! I told Adam I would have done this project for free. They brought me to the brewery early on and I was blown away by how everyone was so passionate about the beer they were making, starting with the top, Adam. I’m lucky to be part of this great family.”
The new artwork will steadily roll out over 2018 and into 2019, and the changes will officially kick off in early June with Avery Brewing’s flagship beer, White Rascal Belgian-Style White Ale. Although the packaging may look different on shelves, you can “expect . . . the beer to remain the high quality and consistent liquid that fans have grown to love for over 25 years.” Prost!