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Brooklyn Lager

Refreshing a True Brooklyn Icon

LocationBrooklyn, USA

DeliverablesDesign Strategy, Packaging

When your brand restored an entire borough back to its previous brewing glory, but suddenly gets overlooked at shelf, what’s one to do? Shake off the dust and claim your fame once more!

Designed by the legendary Milton Glaser, Brooklyn Lager was born an icon. Yet years of changes started to fragment its global image. As the beer that proudly built an institution, shattered taste conventions and democratised craft, it was time to move forward with intention and irreverence. 

Brooklyn born and bred, the design evolution had to proudly tell the story of the borough once more to stand out from the crowd. Looking back through the archives we reimagined original elements with fresh flair, in keeping with Lager’s unwavering and uncompromising nature. 

A distinct signature, the black colour symbolises the brand’s courage and character. And just like the borough itself, it had to be more than meets the eye. Fusing craft with graft, the new design forges depth into every detail, creating a tactile expression of authenticity that demands attention and entices the tastebuds. 



With a refreshed image and brave ambitions, Brooklyn Lager is stepping into its own power once more, bringing flavour to the world and turning difference into the new norm.

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