Client Overview:
Rising Tide Brewing Co., a family-owned brewery in Portland, Maine, has been crafting innovative beers since 2010. As they approached their 15th anniversary, they recognized the need to refresh their brand to infuse new energy and excitement into its image and tap into their community focussed spirit while appealing to a broader audience, including younger demographics.
Challenge:
Rising Tide's original logo and packaging no longer fully represented the brand's dynamism. The brewery needed a refresh that would modernize their identity, reflect their coastal inspiration, stand out in a competitive market, and create a cohesive look across all branding materials.
Objectives:
The goal was to update the logo to align with their "Rising Tide lifts all boats" philosophy, design coastal-inspired can packaging, and create a visual identity that resonates with both loyal customers and new craft beer enthusiasts. The refreshed brand needed to be adaptable across merchandise, digital platforms, and promotional materials.
Approach:
Through interviews with the founders Nathan and Heather Sanborn, research into community input, and competitor analysis, I developed a new brand identity. The logo was modernized with clean lines and nautical elements, while the packaging featured minimalist designs inspired by Maine’s coast. A consistent color palette and clear differentiation between beer varieties ensured the new packaging stood out on shelves.
Results:
The refreshed brand increased recognition and excitement among both new and long-time customers abd successfully captured the brewery’s evolution while staying true to its core values.