Inspired By All Things NYC, Brooklyn Brewery Releases Its New Pilsner

by Rudy Sanchez on 04/05/2022 | 2 Minute Read

Since 1988, Brooklyn Brewery has made beer in its namesake NYC borough. The brand’s distribution has grown to over 30 countries, offering several beer styles, all of which come wrapped up in that instantly recognizable Milton Glaser logo. 

Brooklyn Brewery recently decided to revamp the look of its crisp, refreshing pilsner brew and turned to the talented beverage design folks at agency Thirst.

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“Everything that the Brooklyn Brewery touches oozes the authentic spirit and creativity of the city of New York,” said Matt Burns, co-founder and creative director at Thirst, via press release. “So when it comes to pilsner, we wanted to capture the joyful, carefree experience of the product through every touchpoint of the brand.” 

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The pilsner’s new look retains Brooklyn Brewery’s Glaser-designed logo, featured prominently on the front of the label. The team at Thirst imbued the new pilsner look with elements that immediately recall NYC, including a color palette inspired by yellow cabs that criss-cross the city and doodle-style illustrations, including additional NYC elements such as water towers.

The typography is tall and stout, somewhat reminiscent of road and street signs and posts, lending more of a city feel to the label. The bright yellow dramatically sticks out on shelves full of other craft beers and reflects the pilsner's bright, crisp flavor and color.

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“A key part of the visual identity are the illustrations. They capture the iconic heritage of the city in a way that is relaxed, relatable, fun, and unmistakably New York,” Burns explained. “Creating a celebration of individuality and unconstrained self-expression, they reflect the city’s endlessly creative energy.”

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Thirst’s refresh of Brooklyn’s pilsner captures and communicates the character and soul of the brewery’s home in a way that is also engaging and unique from other craft beer labels, and it wears its city inspiration proudly on its sleeve.

Brooklyn Brewery’s new-look pilsner is out now.

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