Friends and Allies Brewing


  • Packaging
  • Voice & Messaging

The Problem

Two asks. One project. Friends and Allies Brewing Company was looking to start selling seasonal beers and a new beer aged in Jameson casks. They came to us to create the designs and to help in the naming process. The challenge would be to grab shoppers’ attention, and yet maintain their recognizability in grocery stores.

Our Approach

Heighten their branding while keeping the logo front and center. It wasn’t a case of, “make the logo bigger.” But, we found that it helped people recognize the brand quickly on the shelf. From there, we used a duotone to unite four different seasonal designs. Hibernia was a different story. We named it the Latin word for the island of Ireland as a nod to Jameson’s heritage. And the design reinforces the concept with an outline of Ireland.

The Results

Seasonal designs for a year-round brewery. Plus, entirely new branding for the latest addition to the Friends and Allies lineup. Enjoy responsibly.

This One’s For The Vendors.

A nuance of the beer industry is creating the spec sheets used to promote the beer to vendors. We took what traditionally is a pretty boring touchpoint, and turned it into a branded piece of information. Carrying the seasonal branding through to who would be stocking their shelves with Friends & Allies products.