New Logo:

  • Simplified solid outer circle (no bottle cap inspiration)

  • 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)

Logo Rework

Old Logo:

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

  • Compass is not entirely recognizable (doesn’t add to the logo design)

  • Main icon inspired by namesake “Sloop” boat style  (hard to identify as a boat with Sloop Brewing Co. covering the bottom)

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

Artwork Refresh

Refresh of core product Juice Bomb emphasizes the juice “bomb” icon, making the juicy orange flavor of the beer 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.

Previous Artwork

New Product Artwork