# Divergent Beer Branding 'hike' Avoids the Use of Cliche Beer Imagery for a Fresh, Bold Look By Laura McQuarrie | Published 2019-01-04 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/hike-beer-branding References: [adsoftheworld](https://www.adsoftheworld.com/media/design/hike_farewell_to_boring_beer) & [bbdo.ua](http://www.bbdo.ua/) 'hike' is the name of a mass-market beer from one of the largest breweries in the Ukraine, as well as a product that has been in circulation for well over a decade and was in need of [fresh new beer branding](https://www.trendhunter.com/trends/terrapin-beer-co-brand-refresh). In order to help hike better compete with emerging craft beer, [cider and hard lemonade products](https://www.trendhunter.com/trends/heineken-ireland), a bold new identity for the beer product was created. The final product embraces an eye-catching orange scheme and packaging that intentionally avoids the use of cliche imagery like hops, mills and barrels. As such, hike boasts a [colorful, minimalist and modern look](https://www.trendhunter.com/trends/Rithms-Enlite) that has the potential to resonate with beer drinkers of today who are looking for a taste of something new. ## Trend Insights (Trend Hunter) - Score: 4.8/10 - Popularity: 79% | Activity: 58% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Craft Beer:** Disruptive innovation opportunity: Create unique craft beer branding that stands out from traditional beer imagery. - **Cider:** Disruptive innovation opportunity: Design innovative cider packaging that breaks away from conventional visuals. - **Hard Lemonade:** Disruptive innovation opportunity: Develop alternative, modern branding for hard lemonade that appeals to contemporary consumers. ### Industries Being Reshaped - **Beer:** Disruptive innovation opportunity: Reimagine beer branding to attract new customers and differentiate from traditional beer products. - **Beverage Packaging:** Disruptive innovation opportunity: Create unconventional packaging designs for beverages that challenge existing norms. - **Alcoholic Beverages:** Disruptive innovation opportunity: Explore new visual identities for alcoholic beverages to capture the interest of evolving consumer preferences. ## Related on Trend Hunter - [Bright Brand Identity Updates](https://www.trendhunter.com/trends/big-hug-1.md) - [Eye-Catching Low-Calorie Beers](https://www.trendhunter.com/trends/lowrise.md) - [Expressive Beer Packagings](https://www.trendhunter.com/trends/buqui-bichi-brewery.md) - [Artistic Beer Packaging](https://www.trendhunter.com/trends/core-legends.md) - [Outdoorsy Tropical IPAs](https://www.trendhunter.com/trends/tropical-ipa.md) - [Californian Brewery Branding](https://www.trendhunter.com/trends/figueroa-mountain.md) - [Colorful Kombucha Branding](https://www.trendhunter.com/trends/colorful-kombucha-branding.md) - [Refreshingly Bold Beer Campaigns](https://www.trendhunter.com/trends/all-day-ipa.md) - [Retro-Inspired Beer Cans](https://www.trendhunter.com/trends/bellwoods-brewery.md)