Bay Brewing Co.’s Project and Brand Coordinator Sam Routhier explains, “It has always been important to us that UFO beers communicate approachability to consumers, but with this redesign we want quality to be just as apparent. Although spaceships and outer space have been used in the branding before, both will be featured more prominently on the refreshed packaging.Īs for what this new design will convey to consumers, Mass. The clever execution gives the brand a fun, crafty look and feel that is unique among the competition. Specifically, the folks at UFO decided to make a more conscious connection with outer space and the connotation of the name UFO. From the name (which is being updated to UFO Beer Company), to the logo, to the architecture and illustration of the labels, this new packaging tells a clearer and more compelling story about the beer. What will change? Simply put, everything except the actual beer. So, the decision was made to refresh the packaging to better showcase UFO as an independent craft beer brewed with quality ingredients and to reflect the curiosity and exploration behind these wheat beers. After several years, it was obvious that the existing branding just wasn’t giving customers enough to get excited about.
Since 1998, UFO has been a part of Harpoon Brewery’s portfolio, but in 2016, these “UnFiltered Offerings” jumped ship to become a separate brand.
If these aren’t the words that come to mind when thinking of Mass Bay Brewing Co.’s UFO White, they will be soon. An Out of This World Brand Refresh Will Launch UFO to New Heightsįun.
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