Branding
Thursday January 28, 2021 By David Quintanilla
Anchor Brewing Celebrates 125th Anniversary and Treats Itself To A Redesign | Dieline


Anchor Brewing is the oldest craft brewery within the US, and brushing by their very lengthy historical past, you may inform that they certainly have seen some shit. In that point, they survived a number of fires, house owners, and an earthquake, making it a first-rate candidate for a California-Goldrush-meets-steam-beer-prohibition people ballad by Sufjan Stevens if he ever manages to choose up that fifty state album cycle once more.

To have fun its one hundred and twenty fifth anniversary subsequent month, Anchor Brewing bought themselves a slick makeover from world design company R/GA.

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I’ve all the time been keen on the generic, non-longneck bottle, and whereas they’ve retained it, gone are lots of the historic thrives and illustrations that lengthy dominated the Anchor identification. Other than the precise anchor, you gained’t discover longtime designer Jim Stitt’s lovingly executed drawings. The brand new packaging now solely makes use of two or three colours, scraping the barnacles off the previous designs in favor of a clear vessel. Plus, they’re now extra in step with the beer flavors—inexperienced for a California Lager, yellow for Steam Beer, and a crimson, white, and blue for Liberty Ale—discarding that worn paper end that the earlier Anchor labels reveled in.

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Editorial photograph
Editorial photograph

General, the newest design desires to pay homage to the model’s heritage, and the brand new brand discovered inspiration in one in every of their authentic anchors, integrating etchings from logos previous. However there’s no denying that it’s wildly totally different than what got here earlier than. This isn’t a gradual evolution. It’s an anchor’s away mission into the horizon, the form of modern about-face that appears additional down the highway at the place the craft beer motion is heading, significantly for bigger manufacturers (and allow us to not neglect that their mum or dad firm is Sapporo). What as soon as was the beer you may battle tucked away in your grandpa’s basement underneath some Life Magazines is now a streamlined brew seeking to stand out among the many Harpoon’s and Oskar Blues’ of the world.

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Editorial photograph
Editorial photograph
Editorial photograph

Along with the redesign, the brewery plans on launching new flavors, a Tropical Hazy IPA, the low-calorie Little Weekend, and Crisp Pilsner.

The brand new Anchor designs hit cabinets subsequent month. Whereas beer drinkers and hellraisers will discover a bolder, sleeker iteration of the San Francisco favourite, solely time will inform if it’s as yar because the brewery meant.



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