Cascade creates artisanal beers and they needed a new logo and packaging to truly showcase that level of quality. Their logo also needed to reflect their place in Portland’s rich craft brewing history and their packaging had to help customers to visually distinguish between their three tiers of sour beer while maintaining clear brand aesthetics.
We set out to create a new brand aesthetic that felt both historical and accessibly high end. We wanted to reference the beer crafting process in the new branding and also create packaging that positioned the brand for less customer confusion and better sales.
For the new logo, we created a C top view of a barrel. We added a hammer and spigot to give a playful nod to Cascade’s revolutionary influence on Portland’s beer scene. The highest tier label showcases a woodcut inspired design with illustrated flourishes and stamped foil to communicate value. The second tier label features a watermark background and the third tier is rendered in brighter colors to highlight their accessibility. The general packaging scheme creates a nautical impression, a nod to Portland’s port town history. We also designed the A’s in Cascade to mimic our nearby mountains. The overall impression is one of regional history, artistry, and uncompromising craft. It’s Cascade in a bottle.
Though it’s too early for official sales metrics, Cascade has received overwhelmingly positive responses:
- Significant increase in rates of sale and organic growth.
- Reduced customer confusion about products and product category.
- Overwhelmingly positive comments from wholesalers and customers.
- 99% of social media comments after rebrand expressed delight in it.
- Numerous accolades on popular beer blogs and magazines.
- Best Branding form the AMA MAX Awards