Brooklyn Brewery Pilsner

Services

Strategy
VBI
Packaging
Activation

Creating Brooklyn Brewery’s Biggest Brand

We were tasked with building a new brand from the ground up for Brooklyn Brewery. From strategy to visual identity, the mission was to create a beer that could carry the Brooklyn attitude to a new generation of drinkers, and disrupt shelves worldwide.

The result was Brooklyn Pilsner, launched in 2022 and now the leading brand in the portfolio. It has more than doubled the sales volume of any other Brooklyn product and expanded into over 10 global markets. A bold new icon, built through powerful storytelling and packed with personality.

We approached the challenge in true Brooklyn style, by putting soul back into scale. The goal was to bring craft, character and charisma to a category often stuck in sameness. Every detail of the brand was designed to stand out, from the sunshine-yellow palette inspired by NYC cabs to expressive doodle-style illustrations that spark joy and shout individuality.

The visual identity celebrates the energy of the borough and its people, those who live brightly, think differently and bring colour to the everyday. By merging semiotics with symbolism, we built a brand world with cultural depth and visual clarity.

More than a new beer, Brooklyn Pilsner became a new beacon for the brewery’s ethos. A bold expression of Brooklyn’s spirit; bright, inclusive and impossible to ignore.