Beer & Branding: Devils Backbone Rebrand

ROSELAND, VA

Beer & Branding: Devils Backbone

Timed with their 10th anniversary in 2018, Devils Backbone Brewing Co. is modernizing its brand with all new packaging, as well as a refreshed logo, for the first time since brewing its first beer 10 years ago. As the brewery states it, the new packaging design is meant to “exemplify its friendly, approachable, and outdoor personality and ‘Slow by Nature’ messaging.” The look and feel of the packaging refresh is based on a “modern travel poster” with illustrations featuring Virginia outdoor and landscape scenes. To achieve this, Devils Backbone built an impressive creative team (it helps to have A-B money to play with!), enlisting the expertise of Charlottesville-based design agency Okay Yellow in partnership with Familiar Creatures and two different, renowned illustrators: Award-winning Colorado-based illustrator, Brian Miller and Canadian illustrator of over 25 years, David Moore. Whew, did ya catch all that?

The illustrations for each beer are really the homerun of this rebrand. Each bottle label and 6-pack features a custom die cut reflecting the landscape of the Appalachian Mountains, paired with stylized beer names unique to each beer. Those elements, set against the beautiful travel-poster-inspired illustrations create a foundation for the Devils Backbone portfolio, for each beer going forward.

Looking ahead, Devils Backbone’s will continue to roll out new pieces of their new marketing campaign launching in 2019: “Slow by Nature.” This campaign exemplifies how Devils Backbone takes its time making lagers in the Virginia Heartland–a place nestled in the Blue Ridge mountains away from the hustle and bustle of life.

We’ll be patiently awaiting its rollout in ‘19…


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  Logo before & after

Logo before & after

Starting with a strategic position of “enjoying simple pleasures,” the aim was to streamline the logo and modernize it to complement the simplicity of the new packaging. And make it more noticeable from across a dimly lit room, amongst a sea of other brands, shining like a beacon in the competitive craft beer market.

— Devils Backbone
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  12oz bottles before & after

12oz bottles before & after

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The look and feel of the packaging refresh is based on a “modern travel poster” with illustrations by Brian Miller & David Moore featuring Virginia outdoor and landscape scenes.

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  “Gold Leaf” Lager illustration by Brian Miller.

“Gold Leaf” Lager illustration by Brian Miller.

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  “Vienna Lager” illustration by Brian Miller

“Vienna Lager” illustration by Brian Miller

  “Trail Angel Weiss” illustration by Brian Miller

“Trail Angel Weiss” illustration by Brian Miller

  “Mile 842” illustration by Brian Miller

“Mile 842” illustration by Brian Miller

  “Schwarzbier” illustration by Brian Miller

“Schwarzbier” illustration by Brian Miller

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