New Thought began the rebrand process by directly surveying Snake River Brewing customers. With a clear understanding of the brand’s most beloved mechanics, we developed audience-centric brand language in the form of an executive summary and tagline. This language distinguishes the brand and informs an entire set of newly established brand components such as color palette, typeface, and iconography.

In establishing community and conservation as core components of the Snake River Brewing values system, New Thought’s creative team chose to commission label illustrations from a diverse pedigree of regional artists from across the Snake River corridor. Bright colors help to distinguish seasonal varietals and draw attention in crowded beer coolers.

Arguably a brewery’s single most recognizable piece of marketing collateral, a beer can’s appearance, is as essential to its identity as the quality of the beer itself. Each beer label was designed to peel off of the can, revealing unique designs, illustrations, and anecdotes recognizable to those who are familiar with regional river culture. Furthermore, each label then breaks apart creating a perfectly sized sticker which can be applied to cooler tops, rafts, water bottles, laptops and mini-fridge doors.

Inspired by the large wooden canoe paddle Snake River Brewing first used to stir the mash in its original copper fermenter, the new tap handles were created to be both practical and versatile. Leveraging large type, a tall, narrow profile, and bright, contrasting colors, the tap handles are immediately visible from across a crowded bar. A unique magnetic nameplate for each beer allows for the production of a single tap handle for the entire line making the roll out of new seasonal brews more cost effective.

For over 25 years, Snake River Brewing fans have felt a profound sense of ownership over the brewery’s beer. New Thought developed merchandise designed to complement their love for the brand, recreational lifestyles, and respect for regional waterways.