Brooklyn Brewery

Services

Strategy
VBI
Activation

Uniting a Global Icon

We set out to unite Brooklyn Brewery’s growing portfolio of sub-brands under one cohesive masterbrand. With global reach expanding and creative assets being interpreted differently across markets, there was a need for clarity, consistency and renewed cultural relevance, without losing the individuality that made Brooklyn iconic.

The result is a confident, adaptable identity system that brings together a bold, expressive family of beers under one instantly recognisable umbrella. A design framework built to celebrate the brewery’s Brooklyn roots, while giving markets the tools to activate with flexibility and impact.

In collaboration with our long-standing partners at Brooklyn Brewery and the Carlsberg Group, we reimagined the masterbrand system with a focus on restraint, cohesion and legacy. Central to the system is the original Milton Glaser-designed Brooklyn roundel, heroed wherever possible to maximise recognition and brand equity.

We introduced a modular off-pack design system that allows sub-brands to shine individually, while working harmoniously as a collective. Each beer received its own expressive pattern, visual distillations of character and flavour, designed to complement, not compete with, the primary pack. A bold black and white palette anchors the system, celebrating the borough’s gritty energy and allowing colour to punch through with purpose.

Inspired by film negatives and contact sheets, a new framing device adds structure and storytelling depth. The result is a masterbrand identity that is cohesive, confident and unmistakably Brooklyn, ready to scale globally without losing its local soul.