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Thirst Refreshes Socially-Driven Beer Brand Brewgooder

by Rudy Sanchez on 05/10/2021 | 3 Minute Read

Inspired by a bad experience with contaminated water on a trip in Nepal, Brewgooder was founded to generate social good as its primary driver, with every can of beer sold funding 100 times the volume in clean water projects. 

Five years on, however, the B Corp brewery has outgrown the same visual and brand identity that’s taken them from its humble, crowdsourced beginnings to a growing brand set for expansion in its mission to do good.

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Beverage brand specialists Thirst were enlisted to help Brewgooder develop a new brand strategy and packaging more reflective of its expanded mission. Inspired by the brewery's strong ethos deeply rooted in positive change and improving lives, Brewgood is given warmth and hope with the brand's orange, giving lift and vibrance when paired with white. Replacing the more ornate script wordmark is a cleaner type that still retains affability in a more dressed-up way. Likewise, illustrations get replaced with solid swaths of color accentuated by undulating ribbons evocative of Brewgood’s clean water mission. The new approach provides a canvas easily used with the permanent lineup in addition to seasonal and collaboration beers.

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Editorial photograph
Editorial photograph

“Working with Thirst has been one of the most important steps in realizing the potential of the Brewgooder brand,” said Alan Mahon, founder of Brewgooder, in an announcement of the rebranding. “They gave us scalable simplicity and a beautiful confidence in who and what we are as a brand.”

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“Brewgooder brew great beer, but what sets them apart is their incredibly powerful purpose that we wanted to celebrate through design,” said Matt Burns, Thirst creative director and co-founder, in the same press release. “While retaining cues of refreshment and taste through color and simplicity, we transcended the category and stripped away any expected craft beer language, visually positioning Brewgooder as a beacon of positivity and progress.”

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Editorial photograph
Editorial photograph

Brewgood’s new brand identity exudes confidence with personability while making clear the brand is purpose-driven. While the brewer’s purpose has remained the same in spirit, Brewgood’s new branding is less bootstrapped and complicated in execution.

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