Elevator Brewing is elevating their brand by rolling out new packaging that eschews their quirky illustrations for bright, bold photography.
When I interviewed Elevator Brewing owner Dick Stevens in early 2013 about the thought behind their previous packaging he told me, “We follow the philosophy of branding the product instead of the house. In a sense it’s not Elevator Brewing Company, and we just happen to make this dark lager and this red ale. No, it’s this great red ale, that just happens to be made by Elevator.”
The new packaging seems to be a direct shift from that strategy by clearly touting the Elevator brand, which will undoubtedly make it easier for fans of the brewery to identify the bottles among a sea of six-packs.
“After all of our time in the industry, we decided it was time for a new look that speaks to craft beer enthusiasts,” the brewery said in a statement about the new branding.
Elevator will host a launch party to celebrate their new look on Saturday, November 5 at the Elevator Tap Room. The event will feature local food vendors, live music, a pop-up art gallery, a shuffleboard tournament and giveaways throughout the night, and the first 25 people in the doors will receive a free Elevator pint glass. Elevator’s 13th Floor Taproom is located at 165 N. 4th Street.
Check out photos of the new packaging below.
