• Design agency Sister Mary recently refreshed the visual identity and packaging for beer brand Genesee.
• Sister Mary modernized the Genesee’s brand while retaining familiarity, all while instilling pride for the beer’s heritage and Rochester, New York, roots.

Rochester, New York, is the birthplace of Kodak and Xerox. However, before either of those brands came to be, Rochester was a hub of beer brewing. Perhaps the most famous beer to hail from upstate New York  is Genesee. Founded in 1878, it is now the oldest brewery in the state.

Recently, the 148-year-old Genesee underwent a brand refresh and packaging update, enlisting creative agency Sister Mary to reintroduce the beer to a new generation, all while honoring its local legacy and positioning it within reach of drinkers beyond the Empire State. The update is built around a strategic idea called “Behind the Seen,” which brings hard work into view while celebrating Genesee’s brewers, workers, and drinkers who have supported the brand for generations.