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Rule No. 1 for a brewery’s success is to action an ambrosial product. But authoritative a appetizing beverage isn’t the alone application in winning customers. With abundant artisan beers awash in Asheville and about the mountains, the packaging for bottles and cans as able-bodied as brewery logos charge additionally bolt a shopper’s eye.
In adjustment to break aggressive on the presentation side, Highland Brewing Co., the area’s oldest ability brand, is authoritative a affecting architecture change this month. Gone is the brewery’s mascot, Scotty, the bagpipe-playing Scotsman, who has been acclimated back the aggregation began in 1994. In his place, Highland’s new look features ablaze colors, a abundance angle and a new annular logo that includes a compass.Celebrate Highland’s new attending
Highland Brewing Co. will abutting Feb. 19-22 to refurbish and redecorate its taproom, again reopen Friday, Feb. 23, noon-10 p.m., for a Refresh Reveal Party. Highland classics, old favorites and new brews will be on tap, and aliment will be accessible from Smash Box Mobile Kitchen and Appalachian Chic Aliment Truck. All the Locals, Mark Shane, Woody Wood and Mike Rhodes will accommodate alive music.
The change was advised for a continued time, says Highland President Leah Wong Ashburn. The brewery commissioned Nielsen, the aforementioned aggregation that ante the acceptance of television shows, to analysis bodies who had no ability of Highland. In addition, the brewery itself accomplished out to loyal customers. “And we talked with bodies who apperceive us the best — our own staff,” Ashburn says.
The after-effects from Nielsen and Highland’s own allegation were surprising. “We abstruse that the accumulation that doesn’t apperceive us at all anticipation it was a Scottish name, but [wondered,] ‘Where [is] the Scottish beer?’” Ashburn says. “And the bodies who apperceive us and like us, 49 percent of them said our logos, fonts and packaging were dated. That was a huge number. And addition 24 percent said we should change something. So, about 75 percent of the bodies who like us said we should change our packaging.”
Ashburn adds that, in anecdotic their animosity about Highland, no one who was surveyed associated Highland with its Scottish logo. While it was meant to back Western North Carolina’s Scottish and Irish avant-garde settlers, she says that ambition was absent on consumers. In turn, the accommodation was fabricated to move abroad from Scotty.
Helms Workshop of Austin, Texas, provided administration and expertise in creating the adventurous new Highland design. The branding aggregation has created packaging for Fullsteam Brewery of Durham, New Belgium Brewing Co.’s cider, Boulevard Brewing Co. of Kansas City, Mo., Jack Daniel’s Distillery and Alamo Drafthouse Cinema, amid abounding others.
Helping affairs was Helms architect Christian Helms‘ long-standing acquaintance with Highland beers. “My accomplished ancestors is in the Asheville area,” he says. “This was a dream activity for me.”
Helms says Highland was attractive to advance a beheld accent that addresses its history and approaching trajectory. “They knew they capital change but weren’t abiding area they capital to go,” he says. “A lot of the decisions about the Scotsman were fabricated afore we came on board, but we absolutely agreed with that.”
The redesign took about six months, and the rebrand will additionally accommodate new commodity and tap handles plus an overhauled website. “You charge packaging that differentiates you on the shelf,” he says. “The follow-through is delivery. That’s brewing aberrant beer.”
Highland isn’t the alone Asheville brewery to change its look. When John Cochran took over the old Altamont Brewing Co. in West Asheville 18 months ago, he afflicted its name to UpCountry Brewing Co., a about-face that required a new logo.
“I acquainted it was important to actualize article new,” Cochran says. He came up with the UpCountry name on his own but approved alfresco ascribe on the design. “I am not an artisan myself, so we bare advice with that,” he says.
Now Cochran is in the action of addition redesign, this one involving new labels that will be apparent in a few months. “It’s key that aggregate ties calm and tells your story, and I feel like what we accept now could do a bigger job of that,” he says. “We are activity with article added accordant with the abstraction of actuality in the outdoors and in the mountains.”
Asheville’s French Broad River Brewery fabricated a redesign afterwards it was awash by architect Andy Dahm to Paul and Sarah Casey of Chapel Hill. “When I started attractive at the brewery, one of my aboriginal questions was, ‘Where did the name appear from?’” Paul Casey says. At the time, the chat “river,” which had been allotment of the name back the business aboriginal opened, had been dropped, abacus to abashing amid drinkers alfresco Asheville.
He adequate “river” to the name and absitively the packaging bare a new look. He assassin Trone Cast Energy of High Point to actualize the redesign, which incorporates river rocks and adulterated imagery. “I anticipate it concluded up actual successful,” Casey says.
Catawba Brewing Co. fabricated a redesign in 2013, alteration its aboriginal name of Catawba Valley Brewing. “This put added accent on the chat Catawba — which is a river, a town, a county, a academy and a federally accustomed Native American tribe,” says brewery business administrator Brian Ivey. Catawba additionally redesigned its labels to accept a adamant look. The accepted logo depicts mountains, rivers and the Blue Ridge Parkway, and, back addled upside down, shows the geographic outline of North and South Carolina.
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