Design Deconstruction: Deschutes Brewery’s Rebranding

Over the past few months Deschutes Brewery has been subtly hinting at new label graphics on social media. They’re finally excited to announce that NEW packaging is hitting the shelves as we speak! All of the brewery’s bottles, cartons, and tap handles will be sporting the new, updated look which was designed to better reflect the quality of the beer inside, as well as increase shelf presence and display impact. The presence of the Deschutes Brewery branding is also more prominent to help pull together a family of brands that has evolved over the past 27 years.

The design change was spurred in part to help improve brand awareness and better stand out in an increasingly crowded category. Each brand has its own unique color palette and custom typeface, with the Deschutes logo (and neck label on bottles) in black for the mainline and seasonal brands, and red for the Bond Street Series. The classic illustrations associated with each brand have been retained and refined in the new design to further highlight each beer’s individuality.

“As the craft beer segment continues to grow, and we continue to expand, it’s critical that we stand out on the shelf and reinforce our brand. We’ve incorporated many key elements in the new design that should help us achieve this goal. We are excited to hear what our fans think about the new look!” – Jeff Billingsley, Director of Marketing

The round holding shape and reversed type creates more impact from a distance and is easily adaptable for multiple applications. The mountain illustration was updated to emphasize the hand drawn qualities.

Watercolor-style illustrations were maintained with some warmth added to the color palette and break out of the oval shape to cover more label area. Beer names are easier to read on a straight baseline and have beer specific personality. Consistent placement of the Deschutes branding creates visual blocking and product awareness at shelf level.

In an effort to increase brand awareness around the country, Deschutes created an “outdoor pub of epic proportions.” Their custom 400 sq.ft. portable “Street Pub” is on a 7 city tour over 7 months, with 100% of proceeds from pint sales go directly to each city’s Boys and Girls Club. 

In addition to the new logo and graphics, they have also launched a beautiful new website, so get on over there and check it out!

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