A glossy new search for New Holland Brewing Co.
The New York branch of the global agency Design Bridge has developed a new identity system and packaging design for New Holland Brewing Co. The brewery and beer brand is based in Michigan, specifically in a small town called Holland, which some locals affectionately refer to as New Holland after the beer, the agency discovered during a trip.
The new identity keeps the symbolic Dutch orange along with the introduction of navy blue. A new custom font and illustration style have also been created, taking inspiration from vintage signage and Dutch Delftware, which together give the packaging a charming fairytale feel.
The font, NHBC Gezellig, is named after the concept of “gezellig”, “an all-encompassing feeling in the heart of Dutch culture that ranges from pleasant to relaxing, pleasant to sociable,” says Mike Perry, Creative Director of Design Bridge.
The city was founded by Dutch-American settlers and is still surrounded by relics of that heritage like windmills. While the windmill symbol was already embedded in the New Holland Brewing Co logo, the newly polished motif is now proudly located in the front and center of the packaging design.
The revamped look has been carried over to digital touch points, packaging and physical products such as glassware, signs, beer mats and taps.
Before and after
The update of the packaging and identity is said to be due to the fact that the brand “got lost in the crowd” with the exploding craft beer market.
The new flat design and overall sleek look arguably make the packaging less distinguishable from the many craft beer brands on the shelves and lose some of the obvious legacy of the old design. However, the new design manages to avoid pastiche while retaining some of the quirky elements of branding. It certainly matches the designs that are attracting so many craft beer drinkers these days.
designbridge.com