Refreshing the brand behind the beer

Too many logos, not enough identity

The original branding lacked cohesion, with multiple logo styles and name variations in circulation. This fragmented presentation weakened brand recognition and created confusion among customers. Additionally, the existing logos lacked the flexibility and distinctiveness needed to support a growing brand system. Before we could move into design, we first needed to establish clarity around the name and define the purpose of the identity.

Designing a visual system that scales

After strategic evaluation, the brewery officially adopted “Mountain Town Brewing Company” as its brand name. This offered more personality, memorability, and storytelling potential than the previous location-based version. From there, we created a clean, monochromatic logo system designed to pair seamlessly with future product packaging. The visual hierarchy places emphasis on “Mountain Town” to strengthen brand recall, while “Brewing Company” remains flexible and intentionally minimal to integrate cleanly with sub-brand artwork. The identity was expanded across collateral and merchandise, giving MTBC a more confident and cohesive presence at every touchpoint.

Outdated labels, weak shelf presence

While the rebrand addressed the parent identity, MTBC’s product packaging faced its own set of challenges. The original Train Wreck Amber Ale label leaned on dated graphics and literal interpretations, failing to stand out on the shelf or tell a compelling story. Similar issues appeared across the product line: minimal differentiation, weak visual hierarchy, and a lack of ownable style. The packaging didn’t reflect the brewery’s quality or ambition and needed a fresh direction to compete with more polished brands in the retail space.

A flagship beer with a stronger story

Train Wreck Amber Ale became the launchpad for a new sub-branding system. Moving away from the literal train crash of the original design, the new concept leans into a modern take on the classic railroad crossing sign. The “X” is replaced with crossbones, giving it personality and visual edge while remaining rooted in the beer’s name. The design balances boldness and simplicity, using vibrant color, custom illustration, and clean typography to deliver shelf impact and storytelling at a glance.

The system extends beyond the label to cover every brand touchpoint, including six-pack carriers, cans, bottles, tap handles, keg stickers, promotional signage, sell sheets, and more. Each element was intentionally designed to be part of a cohesive brand family while allowing each beer to showcase its own identity.

A system built for growth

With a reimagined identity and packaging system, Mountain Town Brewing Company is now positioned for regional expansion and long-term recognition. The brand looks as intentional as the beer tastes, with visuals that create a lasting impression both in-store and in the taproom. This transformation gives MTBC more than a new look. It gives them the tools to tell their story clearly, connect with new audiences, and grow with purpose in a crowded craft beer market.