Cape May Brewing Co.
A New Tide Rises
Born in 2011, making beer out of a garage twelve gallons at a time, Cape May has quickly grown to be Jersey Shore’s premier local brewery, now brewing over 10,000 barrels a year. With a new maturity as leaders in the Northeast craft scene they needed their young brand to evolve and reflect their progress.
The original branding focused on locale and granted each beer a unique personality.
However, it came at the cost of a muddled packaging scheme, with poor recall and brand recognition for those unfamiliar with Cape May.
The breezy, seaside Victorian town gave ample inspiration for a colorful rebrand.
The laid back surfer-vibe culture accommodated a long runway for the creative process. And the distinctive town, rich with color, pattern, and neatly planned rows of Victorian homes served as a foundation to our solution.
In addressing the logo redesign, locale was still important, but admittedly a star marking the spot felt a little clunky. The iconic life saver was a well recognized visual for this beachtown, so we used its shape to contain a new script that felt friendly and breezy, while increasing the mark’s legibility. The logotype featured three seagulls as symbols to the company’s three leaders and co-owners, Ryan, Chris and Bob. “Crafted on the Cape” became a phrase that underscored their pride and leadership for their region.
Color, pattern and illustration make each new beer unique, but cohesive.
Each beer is uniquely named so we created illustrations to support each beer’s particular concept. Pattern and color also supported these themes in secondary ways.
With over 100 beers brewed a year a flexible system was important to exude creativity while preserving brand consistency.
A template for discovery
The backs of each label pack plenty of layers to discover more about the beer. Icons illustrate the type of glass the particular beer should be served in, and what food pairings best compliment it. The profile offers a flavor description and insight to each beer’s namesake.
Overall, the rebrand had a tremendous impact on the brewery. Cape May saw an increased affinity for the brand, with fans left and right telling them how much they loved the new look. The rebrand has helped them with recognition as the region's leader in craft. Momentum is building as now they are expanding into new territories they hadn't distributed before and online purchase conversions are up over 45%.