Winter Cheers Brand Redesign
Branding, Packaging Design, Copywriting
When Winter Cheers launched in 2013, there was plenty to be excited about. A bright and zesty alternative to winter stouts and porters and a playful name? Yes please. Unfortunately the cool, dark packaging blended in on the shelf and visual elements skewed the brand closer to ‘holiday’ than ‘winter,’ resulting in a sales drop-off as the season stretched on.
To better represent the beer, I created an inviting, nostalgic winter scene where snowflakes fall peacefully and the winter sun illuminates a festive landscape—all seen through a frame inspired by a frost-covered window. The use of white and bright colors helped the packages jump off the shelf, while the focus on season-centric visuals opened up a longer selling—and drinking—season.