Book jacket design for Tomas Cizek's The Ruse
Avery has been a respected craft brewer for over 25 years. But as the industry grew in size and popularity around them, their narrative began to drift and their brand began to look its age. We got the opportunity to reinvigorate their brand with a new strategy, identity and packaging design, helping them become a beacon of craft precision on the shelf once again.
In addition to updating the packaging layout, language and illustration, we also took a knife to their iconic “A” logo, exploring a variety of ways we might modernize the mark to help it become more strategic and more scalable. After weeks of staring at giant red letters, serifs, shapes and custom forms, we ultimately ended up with a more clean, balanced and contemporary version of what they launched with 25 years ago.
Fabien Dodard, Design
Emilie Druss, Design
Noah Clark, Design & Creative Direction
Jeb Tilly, Strategy
Neil Shigley, Illustration