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Today Tröegs Independent Brewing revealed the new art for its handcrafted beers. The hand-drawn artwork was a collaboration between co-owners Chris and John Trogner and Philadelphia-based designer Lindsey Tweed. The trio worked together closely to create the new look, which includes the reimagining some of the brewerys most iconic figures like the Tröegenator.
The art shows our love of the process and most importantly our love of beer,” said John Trogner, brewmaster and co-owner of Tröegs Independent Brewing. “The simple logos and hand-drawn fonts capture how we brew, and the artwork conveys what’s inside the bottle.”
Tweed¹s initial project with the brewery, which included bottle and packaging artwork for Tröegs Hop Knife, Cultivator, and Blizzard of Hops was so well received the brothers decided to explore the approach across all labels. The initiative represents a homecoming of sorts: Tweed worked as an art director at Allen & Gerritsen, the same firm (then Neiman Group) that designed iterations of Tröegs beer art 10 years ago.
The new designs are reminiscent of the artwork that Tröegs fans know and love but better reflect the brewery’s independence and personality. Tröegs devotees need not worry though: all beer recipes will stay the same.
“Since 1997, we¹ve been in a state of perpetual evolution,” said Chris Trogner, Tröegs Independent Brewing co-owner. “Perpetual IPA was created as a direct reflection of that, and it’s emblematic of how we approach beer. The new artwork is an extension in our continuous quest to make delicious beer.”
The new art includes signature elements like the new die-cut Tröegs logo on the bottle and the ³Handcrafted by the Tröegs Brothers² on the neck. The new artwork and packaging, which will be available at the brewery and in retail stores beginning in mid-November, can currently be viewed on the new Tröegs website (www.troegs.com). The website also features updated merchandise including Tröegs logo tees, label art pint glasses, art prints and more, all of which will also be available at the brewery¹s General Store.
“The opportunity to reimagine such an iconic brand is a huge honor and one that happened to be really fun,” Tweed said. ” Collaborating with John and Chris was an awesome experience, and I can’t wait to see our work come to life.”