Points of discussion:

Q1: Should a brewery consider rebranding when expanding into new markets or reaching beyond its local audience?

Q2: Is a full rebrand typically more effective, or can a strategic refresh of the existing identity be enough?

Q3: If a company has worked with the same designer for years and is thinking about a brand refresh, how can they evaluate whether that OG designer is still the right fit? And if not, how should they navigate that tricky transition?

Q4: How do you determine when a system like Left Field’s templated approach makes sense, versus something more customized and illustration-driven like NoDa’s?

Q5: You mentioned that a rebrand usually isn’t the first move when sales are declining, but your Wachusett example seems to break that rule. Why was a full rebrand the right call in their case?

Q6: A lot of the work you showed uses a clear design system or template. How do you think about that approach compared to creating more individualized packaging within the same portfolio?

Q7: When refreshing a brand, do you find it more effective to start from scratch, or to build on the existing identity and evolve what’s already there?

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Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

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