Avery Refreshes Packaging To Tell Cohesive Story

Avery Brewing Company, a Boulder-based craft brewery is thrilled to showcase its association with nationally recognized artist Neil Shigley, through refreshed packaging artwork. Celebrating its 25th anniversary in 2018, Avery Brewing knew that it had an opportunity to refresh its package designs to match the quality of the liquid art inside. It was also a way to tell a cohesive and straight-forward brand story, which is all about beer.

For the past 25 years, each beer package by Avery Brewing has been created independently. While Avery Brewing did go through a refresh in 2009, most of the artwork hasn’t changed much in 25 years; a testament to Avery’s legacy in the craft beer industry.

With Avery’s 25th anniversary approaching, Avery Brewing found Neil Shigley, a San Diego based artist to create one-of-a-kind artwork that was modern and fresh, but still honored the heritage that past designs have left on the community and fans.

“Our goal was to stay true to the artistry that each beer represents while also building a beacon of light in a sea of choices,” says Avery Brewing Co. Founder and CEO, Adam Avery. “We are driven to create inspiring beer experiences and the new artwork reflects the focus of our craft.”

Shigley’s illustrations are uniquely his own and his skill of bringing the human figure to life is what initially attracted Avery Brewing to Shigley’s work. However, it didn’t take long for a friendship to form. Adam spends a lot of time in San Diego and enjoys getting together with Shigley on a regular basis. Avery Brewing is thrilled to find an artist like Shigley whose obsession for excellence and quality of work is equal to Avery Brewing’s never-ending pursuit of the perfect beer.

“A project like this is rare,” says Shigley. “Great people, cool art direction, and a focus on great beer! I told Adam I would have done this project for free. They brought me to the brewery early on and I was blown away by how everyone was so passionate about the beer they were making, starting with the top, Adam. I’m lucky to be part of this great family.”

The new Shigley art will debut over 2018 and into 2019, kicking off with Avery Brewing’s flagship beer, White Rascal Belgian-Style White Ale in early June.

While Avery Brewing is amplifying its beer experience with new artwork, expect for the beer to remain the high quality and consistent liquid that fans have grown to love for over 25 years.

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