Sloop Brewing Co.

STRATEGY - PACKAGING REFRESH - ILLUSTRATION - ANIMATION

Old Logo:

  • Outer ridge inspired by a bottle cap (no longer producing bottles)

  • Compass not recognizable

  • Main icon inspired by namesake “Sloop” boat style (hard to identify as a boat)

  • No water present (adds to the unrecognizable quality of the Sloop boat)

Logo Rework

New Logo:

  • Simplified solid outer circle

  • Blue was replaced with a new shade that pops against white

  • Font consistent with that used in the rest of the Sloop brand’s assets

  • More recognizable Sloop boat shape (bottom no longer covered, and now sits in water to give context/shoutout the Hudson River)

Previous Artwork

New Product Artwork

Refresh of Juice Bomb that emphasizes the juice “bomb” icon, making the beer's juicy orange flavor the star. The Juice Bomb name pops off the cans and cartons in a bright white, and the rich orange, yellow, and dark red color palette represents the liquid inside.

Refresh of Sloop Premium brings the packaging into closer visual alignment with the broader product line. The beer name follows established brand typography, while the Sloop boat logo takes center stage.

Gold metallic accents help the can stand out on the shelf and reinforce the quality and elevated positioning of this premium offering.

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