Working with CF Napa Brand Design in Napa, CA, Ommegang has thoughtfully redesigned every element of their brand to deliver packaging as elegant as their beer.
“One of our goals was to make it easier for consumers to find our beers in the increasingly crowded craft environment,” explains their president, Doug Campbell. “That’s been accomplished through consistent application of our key brand iconography, style of illustration, and color palette.”
Their year-round beers now enjoy rich, vibrant colors and a clean, uncluttered appearance. The well-known harlequin pattern serves as a backdrop for a series of bold silhouettes created by Tad Carpenter of Carpenter Collective. Each illustration is intended to evoke the story behind the beer.
By contrast, packaging for their limited release beers employs more subtle colors and foregoes illustrations, allowing the name alone to describe what waits within. Similarly, labels for the Blenderie Ommegang series, available only at the brewery, are simple, elegant, and restrained – reminiscent of a fine wine.
To their longtime fans, they hope you will find much to like in the new look, including some updated illustrations from years past and more prominent use of the harlequin design. Their brewery logo has also been refreshed, and a re-imagined tap handle is making its way to market. New labels and packaging are shipping now, and will appear on shelves in the coming months.
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