Moosehead gets a moose makeover

Tapping design firm Art and Mechanical, the brewery put the big guy front-and-centre with its new, simplified labels.

Moosehead Breweries is giving its family of beers a new design.

Moosehead Lager, Moosehead Pale Ale, Moosehead Radler and Moosehead Light all have new looks courtesy of Toronto-based design firm Art and Mechanical. For the first time in Moosehead history, its four core brands will have a consistent look and feel.

Featuring an updated moose (He’s bigger! He’s older! He’s wiser!) and a more subdued colour scheme, the two-toned labels all feature distinct colours that distinguish them from one another: pale ale is dark brown, light is blue, lager is forest greenĀ and the radlers are a brighter pink, blue and green for their respective flavours. The moose no longer lives on the crest but is larger and more prominent within the logo.

“The moose is an incredible symbol of resilience,” said Deanna Lichty, senior director of marketing at Moosehead Breweries. “It isn’t just part of our name, it’s an icon that truly represents who we are as a brewery.”

The new look for the beers comes on the heels of Moosehead’s 150-year anniversary celebrations last year and just a few months before the planned opening of its small batch brewery and tap room at the Saint John brewery. The brewery will feature a 20-barrel brewing system, which will allow Moosehead to create even more new recipes and explore various types of beer.

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