New look for Red Hook

Redhook Ale Brewery, one of the original independent craft brewers in the U.S. that's noted for an out-of the-ordinary approach to beer and to its packaging, yet again defies the usual. In mid-May, Redhook introduced a bold, new line of packaging graphics and a custom longneck bottle for its ESB (Extra Special Bitter), a rich, copper-colored brew.

Redhook Ale Brewery, one of the original independent craft brewers in the U.S. that's noted for an out-of the-ordinary approach to beer and to its packaging, yet again defies the usual. In mid-May, Redhook introduced a bold, new line of packaging graphics and a custom longneck bottle for its ESB (Extra Special Bitter), a rich, copper-colored brew. Tying the new look with its new "Defy Ordinary" brand campaign, the new look, crafted with help from Hornall Anderson Design Works of Seattle, also applies to Redhook's other beer packaging, including that for its London-style Blackhook Porter, its Cascade hop-infused IPA, its Blonde Ale and its Sunrye summer ale. The custom longneck amber bottle, produced by O-I  presents a uniquely embossed design flanked by what Redhook calls a "split label," meaning two bands of cut-and-stack labels spaced 12 to 16 mL apart, that divides into two what would otherwise be a single conventional paper label. Seneca Printing (www.senecaprinting.com) offset-prints this two-part label in five colors with a red and gold color scheme and an equally "banded" design that emphasizes the split-label effect. Embossed into the 12-oz bottle's shoulder are four raised Redhook logos and in the middle, between the two split labels, is a raised band of barley encircling the bottle. The Redhook logo and subtle "beer-drinking verbs" include "imbibe, tilt, tip, reach, grasp" and "quench." There are 16 verbs in all. Companion six-pack fiberboard bottle carriers from Sierra Pacific Packaging (www.sppkg.com) are flexo-printed in five colors with graphics similar to those on the bottle labels. Capping the bottles is a metal crown closure from Crown Cork & Seal that, like the rest of the packaging, has been visually updated. The design project and new packaging were in the works since early January.