AleSmith IPA

AleSmith Brewing Co.

Est. 1995 | San Diego, CA

We began working on a rebrand with the AleSmith Brewing team ahead of their 25th anniversary. It’s no secret that AleSmith is one of the most esteemed breweries in the world and we focused on maintaining the integrity and strength their brand has amassed. The logo system has been evolved and expanded to better reflect their history and meet current and future needs. And don’t worry, that iconic anvil and pint glass aren’t going anywhere.

AleSmith Brewing Logo - Old


As we got into the process, and further acquainted with the brand and market, it quickly became clear that there was substantial equity in the anvil and pint glass icon. We retained this mark, with some updates, and paired it with custom lettering that spoke to AleSmith’s strength and integrity. Expanding on the update to their master logo, we created a robust logo system to fulfill a variety of applications.

AleSmith Brewing Co. Logos
AleSmith Brewing IPA Can

Line 'em Up

Over the years, AleSmith has rolled out a large number of beers. As more were released, series got hazier visually. We worked to organize the portfolio and create clear systems for current and future beer label designs.

AleSmith Brewing core beers
AleSmith IPA
AleSmith .394
AleSmith Hazy IPA
AleSmith + Modern Times
AleSmith Brewing Sell Sheets
2021 CBMA Platinum Crushie Winner

Best Brewery Rebrand

2021 CBMA Global Crushie Winner

Best Brewery Rebrand

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