In December of 2010, The Tenfold Collective was hired by Uinta Brewing Company of Salt Lake City to redesign their identity and beer packaging. We designed and illustrated 18 beer labels over two product lines. For the next 18 days, we’ll be featuring a different beer on our blog.
Organic Series: WYLD
Yesterday we finished up featuring Uinta’s classic series and now we will be featuring Uinta’s new organic line. Several years ago, Uinta launched a series of beers under a different brand name, called 4Plus. 4Plus had a completely different visual language from Uinta’s mainline beers — these labels were more modern, simple, and featured a single visual icon on strong color field. A few of the 4Plus beers were gaining strong appeal, but Uinta felt that the line was lacking a valuable connection to Uinta’s reputation as a world-class craft brewer.
For this rebrand, Tenfold was tasked with bringing the 4Plus beers under the Uinta parent brand as an organic line without loosing the equity of the key 4Plus beers. To do this, we had to reconcile the differences in visual language in order to create harmony between Uinta’s classic line and the new organic line, but also hold onto some of things that people recognized about their favorite 4Plus beers.
In the final design strategy for the organic line, we solved the problem by using simplicity as a metaphor for organic. Organic is often communicated as “earthy,” but organic can also be understood as simple, wholesome ingredients. Whereas the classic line labels feature an entire scene, the organic line would a use a simple spot illustration on strong color field. Many of these spot illustrations used the same content as previous 4Plus beers, but in the same style as the classic series beers. Finally, we replaced the more modern 4Plus typefaces with Uinta’s wood and metal letterpress-inspired type.
The most popular former 4Plus beer was Wyld. Wyld originally featured what Uinta lovingly referred to as a “tramp stamp.” For the redesign, Tenfold kept the original colors, but replaced the tramp stamp with more Uinta-appropriate backpacking tent. “Wild” eyes are lurking inside the tent to tie in the brand name.