If something seems slightly different about that new six-pack of Reuben's Brews, you're not alone.
image courtesy Reuben's Brews
For breweries change is inevitable. The metamorphosis associated with the cost of doing business isn't isolated to one category though. Rather it's a multi-headed hydra, ranging from cost of ingredients, cost of packaging, cost of distribution, and cost of employment. This of course also ignores mandatory costs like taxes, leasing, utilities, and maintainance, all of which have an impact throughout the life of a brewery. Then there's the intellectual cost that comes with developing and promoting artwork that is both unique and memorable. Seattle's Reuben's Brews, like many other breweries that affix a "WA" (for Washington) to their business card and envelopes, knows too well the cost of change.
It began the day owners Adam and Grace Robbings transitioned from amateur brewer and parents, to full-fledged tenants and owners of a brewery in Seattle's hyperactive Ballard neighborhood. From day one, Adam and his cooperative of family, including his brother- and sister-in-law, created a name as unique and timeless as their beers. Inspired by the name of Adam and Grace's eldest son, Reuben's Brews was born and with it that iconic lower-case r that locals now recognize. Like the Nike 'Swoosh', the Starbucks siren, or the Rainier 'R', Reuben's Brews' calligraphy has become as memorable as their unique ales and lagers, sold every day from their two breweries.
But after 7 years and countless expansions of all sizes (including the addition of a new production brewery, new canning line, and a second taproom), Reuben's Brews has elected to update the look of their cans, glassware, and merchandise. Unlike many breweries who seek to update the look and feel of their labels and tap handles after months or years of lagging sales and relevancy, Reuben's Brews isn't waiting until the balance sheet is in the red to refresh their look. For this brand, the change comes during a time of continued growth for a brewery that has made a name for itself not just in Seattle, but across the nation.
“Our family brewery has experienced unbelievable growth over the past seven years,” said Adam Robbings, Co-founder, Reuben’s Brews. “We are continuously reinventing our beer lineup, always innovating, always refining. We felt it was time, as we celebrate our seventh anniversary, that our packaging and logo better reflect who we are as a brewery. Our birthday present to the brewery is packaging that is as innovative as the beer inside.”
For the brand, the decision on the new look and feel started with reviewing the current landscape of artists and design firms. Already having a strong relationship with Blindtiger Design, the brand expanded the list of potential designers to include Top Hat Design. Based in Pittsburgh, Top Hat Design promotes itself as a studio that never oversells, never takes on more work than it can handle. And, well, here's what the website says regarding their commitment to the client:
“An incredibly popular and highly-respected brand like Reuben’s is instantly recognizable to their legions of loyal drinkers,” said Aaron Easler, Creative Director and Partner, Top Hat, “as we developed this creative evolution, we knew it was paramount to maintain recognition but usher in a look that visually represents the company’s ‘Beer Unbound’ philosophy. This new look is a solidification of the stake Reuben’s has already claimed - as an instant fixture among the respected breweries in the Pacific Northwest.”
Being careful to avoid straying too far from what makes Reuben's Brews memorable, Top Hat has created artwork and designs that are just as unique and memorable as the first pint, can or bottle you held in your hand from Reuben's Brews.
Look for Reuben's Brews new cans on the shelves throughout the Pacific Northwest. In addition to liquid refreshment, the brewery invites imbibers and the curious to their revamped website, https://shop.reubensbrews.com/, where they can purchase merchandise, read about upcoming events, or learn more about the various beers that Seattle's most-award-winning brewery makes. Reuben's Brews is located in Seattle, Washington, and has two locations at 5010 14th Ave NW Seattle, WA 98107 and 800 NW 46th St, Seattle, WA 98107.
To learn more about Reuben's Brews and Adam Robbing's, its co-founder, read our story The Chess Player Who Started a Brewery.
