HAZY MOUNTAIN IPA
Goal: Replace Shed Mountain IPA with a new, more successful product.
Overview: Shed Mountain Ale is a truly unique beer and has been a staple in the fridges and coolers of New England craft beer aficionados for years. While Mountain Ale has a strong following, it lacked a successful companion on the shelf. This project aimed to change that by introducing a new design and a new liquid to replace the current offering.
The Challenge: Maintain a clear portfolio, brand identity, and shelf presence while creating a design that is visually brighter, more fun, and more likely to earn a spot among the hazy beers from other Vermont breweries. If Mountain Ale is your Carhartt jacket, this new IPA would be your Patagonia fleece.
Main Idea: “Young Mountain Style”
At the start of this project, the Shed brand portfolio was best represented by these two 6-packs:
We transformed the "Mountain IPA" into the "Mountain Hazy IPA," giving it a fresh, vibrant look.
We also expanded the SKUs for the new beer.
The redesign and repositioning of this product have been a tremendous success. Sales rates for the 12-packs have increased by +200%, while 4-packs of 16oz cans are up by +43.9%
Lead Designer and Art Director: Adam Bailey
Chief Marketing Officer: Jon Schwartz
Brand Manager: Lori Caron