In anticipation of its 20th anniversary in 2017, Tröegs Brewing Co.’s branding recently underwent a makeover. Brothers Chris and John Trogner, the owners, were so impressed by designer Lindsey Tweed’s labels for Tröegs Hop Knife and Blizzard of Hops, that they asked her to redesign everything, from their logo to all their beer labels. “We wanted to celebrate each individual beer’s taste,” says marketing director Jen Adams.
The result is a minimalist design that has a very different look than Tröegs’ previous label art. “Chris and John liked the organic, hand-drawn approach,” Adams says. “Standing out is important. Craft beer shelves are getting crowded.” The new label designs use the same color palette and Tröegs logo, giving the entire line a consistent look.
The Trogner brothers collaborated closely with Tweed for each beer label, discussing sketches over video conferences. A few designs were approved immediately, while others evolved over several drafts. The results are paying off. Adams says, “People love the design. It’s strong and consistent and compelling.”
Take a look at the gallery for Troegs’ new artwork, as well as a sample of their older style.
1 of 7
Java Head Stout
The design for Java Head Stout was approved on the first go-round. "We loved it," Adam says. "We said, 'Don't change a thing.'"
2 of 7
The familiar image of a fistful of hops was brought over into the new design for Tröegs' fruity, refreshing ale.
3 of 7
The new label for the dry-hopped Perpetual IPA is less colorful, but more whimsical.
4 of 7
An angry sun is replaced with a sunrise on Tröegs' eminently drinkable Pilsner.
5 of 7
The new label for DreamWeaver Wheat, which is slightly spicy and tart, features a starry sky.
6 of 7
Tröegs asked Tweed to incorporate the iconic image of the Troegenator into the new label design for the Double Bock beer.
7 of 7
A sample of Troegs' old label art.