OMG Ommegang!

This is a redesign I’ve been wanting to write about for a while now. I’ve had very mixed feelings towards it and I know it’s a bit late, but what the heck.

The logo update overall is a great improvement. Stylistically it feels much more cohesive, unlike the original in which the lion seems like it was an afterthought. The single tone for the text feels more sophisticated and mature. When I look at the old logo, it feels like the house of Gryffindor decided to start a brewery. The new integration of the lion symbol feel much more strategic. The way it divides the name feels odd, but not necessarily in a bad way. One major issue I do have with the new logo is the overuse of plaid in the lion figure itself. Don’t get me wrong, I’m a person that has a closet full of plaid shirts. I like plaid. But trying to fill such a detailed symbol doesn’t work. I find myself struggling to make out the detailed shape of the lion.

Making the lion a solid color or subtle gradient makes things more recognizable. I do realize that this takes away some of the fun and personality, but the question is how much personality is too much.

Another area in which this brand improved dramatically is with the bottle art. As you can see, the old labels felt very disjointed and not at all like a uniform brand. The name placement, the colors, and especially the imagery make these almost feels like they come from a variety of different breweries.

The new labels on the other hand are perfectly uniform. With the brand’s name easily recognizable and the cohesiveness of the beer names, you easily see which one you’re picking up. The color usage across the brand is great and creates a smooth palette, while the silhouetted imagery across all the bottles is fun without being over the top. Each image is unique and represents the spirit of the beer. I have to admit that the Three Philosophers label is one of my favorites as I love the use of negative space in the image.

Overall, I’m very pleased with this rebrand. My biggest complaint is the plaid loving lion and even then, that’s fairly minor in the grand scheme of the overall design. The team at Duffy & Partners did an excellent job.

Original Article: Plaid Beer | Brand New