Launched in 2011, the Bronx Brewery is a NYC borough-based brand serving up an impressive selection of pale ales. Despite success, the brand felt their branding and packaging could do a better job of communicating the story of the brewery and the culture that has grown along with it.
In order to re-envision the branding scheme, Bronx Brewery tapped the creative team at Tag Collective, who only slightly changed the font and logo. Above all else, the new logo uses imagery of the industrial nature of the Bronx borough and the hardworking reputation it has gained as a community.
The results are a narrative packaging concept that tells a story of the thriving community from which the brand sprung.
Urban Brewery Rebrands
Bronx Brewery Recently Refocused Its Branding and Packaging Scheme
Trend Themes
1. Narrative Packaging - Rebranding efforts focused on telling the story of the community through the brewery's packaging represent a trend towards narrative packaging.
2. Community-focused Branding - The emphasis on the community's industrial nature in the brewery's rebranding represents a trend towards community-focused branding.
3. Urban Revitalization - The emphasis on the Bronx community's thriving nature suggests a trend towards urban revitalization efforts in branding and business development.
Industry Implications
1. Craft Beer - Craft breweries, especially those in urban areas, may benefit from a trend towards community-focused branding that highlights their connection to the local area.
2. Graphic Design - Graphic design firms may find disruptive innovation opportunities in the trend towards narrative packaging, as brands seek to tell richer stories through their visual design.
3. Brand Consulting - Branding or marketing consulting firms may be able to gain an advantage by helping businesses create community-focused branding initiatives that emphasize the local area's culture and values.