FORT COLLINS- Fort Collins' New Belgium Brewing Co. is rolling out new beer labels and moving away from the iconic hand-painted designs from the founders' neighbor.
For the past 22 years, the brewery's bottled beers have featured labels from founder Kim Jordan's Fort Collins neighbor, Ann Fitch. The new labels, which brewery officials call "fresh and contemporary," will first roll out in Ohio later this year before spreading to the rest of the brewery's distribution chain.
"This colorful, handcrafted look has been with us since our inception and the new design brings the portfolio together in a fresh and contemporary way," said Josh Holstrom, New Belgium's strategic marketing and branding director. "We feel these designs will delight our long time fans while also inviting new folks into the fold."
The new design, created by Hatch Design of San Francisco and featuring illustrations by Boston-based artist Leah Giberson, will appear on all brands and packages. Brewing officials said the new designs "reimagine New Belgium's iconic and playful watercolor imagery from the past 22 years through a modern lens."
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