Sometimes, you just have to shake things up a bit. Get a new haircut. Start wearing ascots and skinny jeans. Highland Brewing has been at it for almost 25 years, and has decided to get a new haircut, so to speak.
Highland, which was the first brewery in the South’s anointed Beer City (Asheville, NC), has just launched a complete refresh of their brand. New logos, new packaging, even a few new beers are making their way into the lineup. At the same time, Highland’s director, Leah Wong Ashburn, was just made a semi-finalist in the annual James Beard Awards, in the category of Outstanding Wine, Spirits or Beer Professional.
Highland is truly having a moment. Take a look at a handful of photos from the re-branding of one of the South’s most cherished breweries.
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The old Highland label. After doing a series of large surveys, participants overwhelmingly said the old label was "dated."
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The new logo centers around a compass, and an "H" in the middle. The mountains that surround Asheville are painted in the background.
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Gaelic is Highland's flagship beer. It's an easy-drinking amber. Think of it as the South's very own Fat Tire.
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They've also started a rotating series of IPAs called Alternate Cargo. The first version is full of notes of mango and white grapes.
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The Pilsner can is probably my favorite of the new labels.
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Leah Wong Ashburn, sitting among the new brand, which she spearheaded. Ashburn is a James Beard semi-finalist this year.
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