Mountain Town Brewing Company

Unnoticed to unmistakable

A variety of craft beer bottles lie on a white surface. Each bottle has a unique, colorful branded label with different designs and names. The bottles are arranged diagonally and create a vibrant pattern.

Client –

Mountain Town Brewing Company

Design services provided –

Illustration
Logo Design
Packaging Design

Deliverables –

Logos
Bottle Labels
6-Pack Carriers

Small batch. Big presence.

As craft beer continues to explode in popularity, the need for strong, differentiated branding has never been greater. For Mountain Town Brewing Company (MTBC), a brewery rooted in central Michigan and founded in 2007, it became clear that the original identity no longer reflected where the company was headed. Known for its range of beers, from classic lagers to modern hop-forward ales, MTBC was preparing to expand into new regional markets. To successfully compete on store shelves and connect with new audiences, the brand needed more than just a refresh. That’s when MTBC partnered with Cooley Designs to reimagine the brewery’s identity from the ground up.

Original bottle label designs

Standing out in a crowded aisle

For many consumers, their only interaction with a brewery may come from spotting a can on the shelf. That single moment must capture attention and communicate uniqueness, personality, story, and a reason to stop and look, all within seconds. MTBC’s existing packaging relied heavily on flat, dated artwork and uninspired color swaps between product lines, offering little visual distinction and limited shelf appeal. Through a comprehensive brand audit, competitor analysis, and a close study of MTBC’s existing lineup, we uncovered key opportunities to differentiate. The solution centered on custom vector-based illustrations that gave each beer its own story and visual identity. Bright, contrasting colors added energy and shelf impact, while a consistent layout system created a recognizable and cohesive family of products.

Oktoberfest Lager

Close-up of an illustration of a arm protruding from a traditional German cuckoo clock holding a frothy beer stein. The background is a red checkered pattern with the word Oktoberfest Lager in bold white and yellow text.

A dark brown beer bottle featuring a red and yellow label with the text Oktoberfest Lager and custom illustration.

Coal Stokers Blackberry Ale

Close-up of an illustration of a pirate skull wearing a train engineers cap, with one eye socket filled with a blackberry.

A dark brown beer bottle featuring a grey and purple label with the text Coal Stokers Blackberry Ale and custom illustration.

Iron Horse IPA

A dark brown beer bottle featuring a metallic silver and bronze label with the text Iron Horse IPA and custom illustration.

Peach Gruit Ale

An isometric photo of a six-pack of Peach Gruit by Mountain Town Brewing Company in a vibrant green, orange, and yellow cardboard carrier.

Close-up of an illustration of a dragon perched behind a peach with its tail wrapped around forming the leaf.

A dark brown beer bottle featuring a vibrant green, orange, and yellow label with the text Peach Gruit and custom illustration.

Railyard Raspberry Wheat Ale

A dark brown beer bottle featuring a vibrant magenta and dark grey label with the text Railyard Raspberry Wheat Ale and custom illustration.

River Bend Bock Lager

Close-up of an illustration of a bighorn sheep with prominent curved horns in the foreground. The background features stylized, overlapping blue mountain ranges under a clear sky.

A dark brown beer bottle featuring a vibrant blue, white, and black label with the text River Bend Bock Lager and custom illustration.

Train Wreck Amber Ale

Close-up of an illustration of a bold railroad crossing sign featuring a stylized RXR design resembling crossing bones.

A dark brown beer bottle featuring a contrasting yellow and black label with the text Train Wreck Amber Ale and custom illustration.

Cow Catcher Red Ale

Close-up of an illustration of a train front with a cowcatcher and glowing headlight on top of cowhide pattern.

A dark brown beer bottle featuring a contrasting red, white, and black label with the text Cow Catcher Red Ale and custom illustration.

Steam Engine Stout

A dark brown beer bottle featuring a contrasting white, tan, and black label with the text Steam Engine Stout and custom illustration.

A presence as bold as the beer

The new brand system gave MTBC the confidence and clarity it needed to grow beyond its local roots. Each can now tells a distinct story, with vibrant illustrations that command attention and invite exploration. The result is more than a refreshed look. It is a packaging system built for memorability, discovery, and long-term growth. From retail shelves to regional expansion, Mountain Town Brewing Company now looks as bold and distinctive as the beer inside.

Unnoticed to unmistakable

Small batch. Big presence.

Standing out in a crowded aisle

A presence as bold as the beer

Let’s work together

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Let’s work together