FORT COLLINS, Colo. — New Belgium Brewing is releasing redesigned packaging for each of its beers this month, the Fort Collins-based brewer said.
“This colorful, handcrafted look has been with us since our inception and the new design brings the portfolio together in a fresh and contemporary way,” New Belgium said in a media release. “We know that while the watercolors will always be part of the New Belgium story, we think the new designs will delight our long time fans while also inviting new folks into the fold.”
The new designs, created by Hatch Design of San Francisco, will appear on all brands and packages.
The retirement of artist Ann Fitch, who created the company’s earlier package art, coincided with the move, New Belgium said.
“In the end it was a happy circumstance and a win-win for all parties,” the brewer said. “Her final label, Accumulation White IPA, captures the New Belgium Airstream — a significant part of our history that, like Ann, helped take New Belgium story to the rest of the country.”
The new look debuted in December on New Belgium products sold in Ohio.