(Chicago, IL) – Blue Moon Brewing Company, under the umbrella of MillerCoors’ Tenth and Blake craft division, announced a new branding and creative initiative this week, unveiling logos and packaging images as well as the launch of a new ad campaign. The ads are called “Brewer” and available online here and here. Media release notes below…

Media Release:

New branding/advertising: The inspiration behind it

While Blue Moon’s branding and creative is getting a new look and feel, what hasn’t changed is the same great taste of our beers. Fans will still enjoy the same high quality and delicious flavor of Blue Moon Belgian White they’ve always enjoyed.

Blue Moon is the No.1 craft brand in America. It’s a beer and brand that consumers love. Now in our 21st year, we’ve had an opportunity to reflect on where we’ve been and how to stay in touch with today’s changing craft beer consumer. We want to this by telling our story and connecting on a more personal and emotional level through creativity.

Creativity is at the heart of Blue Moon. But since the drinker’s world has evolved quicker than our creative expression, our articulation of creativity started to feel old and heavy. It became clear we needed to recruit new consumers into craft, and welcome drinkers into a beer that is both confident and playful, sophisticated and fun. This led us to looking at not only our advertising, but the entire brand experience.

Our campaign pivot is to retain the creative roots of Blue Moon while evolving our articulation of creativity. We needed to shift the lens from solely being about our creativity to being inclusive of our drinker’s creativity. Creativity has never been so accessible and approachable to consume and make. Everyone’s approach is different and letting people inside the creative process can encourage and inspire all of us to create meaningful moments and elevated experiences.

The new packaging that will hit shelves on April 1, making for a more consistent experience, look and feel in both the on premise and off-premise. It will eliminate “dark” cues while standing out from other craft brewers. Our cornerstone beer, Blue Moon Belgian White will, for the first time ever, feature the signature orange on its packaging.

About the New Brewery

This year, Blue Moon Brewing Company is celebrating its 21st Birthday. We’re packing the year with fun events in Denver and beyond to celebrate.

For the last 21 years, we’ve been experimenting with and creating new beers – and having a lot of fun with that process – out of The SandLot in Coors Field in Denver. Now, we’re excited to couple those efforts with our new brewery.

The new brewery is in Denver’s RiNo Arts District and will join the SandLot brewery as a canvas for creating, testing and enjoying new Blue Moon beers. At the new brewery, we can offer tours for fans and we’ll have a full service kitchen and plenty of space for private events.

The RiNo Arts District is a fitting location because the neighborhood really inspires creative thinking. We draw from the inspiration found around us to create great beers.

We’re still in the design and construction process but we plan to build a facility that will include a brew house capable of 20 to 35 barrels. Annual capacity projects to be 10,000 barrels. This brewery will be a great go-to destination for beer lovers in Denver and beyond.

Our hope is that the new RiNo brewery inspires others to embrace their own individual creativity.

Ad campaign creative credits
Agency: Venables Bell & Partners
Technique: Kirigami, which is a type of origami using cut paper.
Director: Dante Ariola
Artist group: Floyd Albee & Team, MJZ (the production team at Venables Bell & Partners)