Why Mother Earth Freshened up Packaging for Several Core Brands

Mother Earth Brew Co. is getting a new look, but it took some thought and consideration on how to do that.

The Idaho-headquartered brewery with its roots in San Diego announced a reveal this week for some of its core brands, beginning with its flagship product, Cali Creamin’ Vanilla Cream Ale along with Cali Creamin’ Creamsicle, a citrus version.

Kamron Khannakhjavani, the company’s Marketing Director was intentional and a plan of six months in the making with many reasons as to why the veteran brewery needed a “refresh.”

Although it would be a temptation to just start from scratch, Mother Earth didn’t want to sacrifice brand equity that it had built up over the years.

“We weren’t willing to just walk away from [it],” Khannakhjavani said, indicating that the the Cali Creamin’ family was an important piece to focus on.

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“We felt that with iconic imagery like the VW bus, we needed to pull in legacy elements that folks could recognize, while also introducing some fresh ideas,” they said.

Another key in the refresh was how the new look of the cans would fit within the rest of the brand portfolio’s core lineup. Khannakhjavani pointed out that they had just designed three new cans recently.

“As it turns out that design template would pave the way for the new can design, particularly in the Cali Family,” Khannakhjavani said.

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Mother Earth began shipping new Cali Creamin’ and Cali Creamin’ Creamsicle cans this month, with other core brands like Boo Koo IPA and Milk Truck Latte Stout cycling later this year. The good news, according to the brewery, is that the recipes won’t change so customers should expect the same consistent, quality products they’ve become accustomed to.