Boulevard unveils updated logo and packaging coming in early 2016
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Boulevard is freshening up its image. Last week, Kansas City’s biggest brewery released a first look of its new logo and some updated packaging that we’ll be seeing in March 2016.
Why the change? Boulevard explained in a press release: “The goal for the Kansas City brewery’s evolution is to provide better visibility for the Boulevard brand at retail, more consistency within brewery’s much expanded beer portfolio, and refresh the brand’s overall visual identity.”
Boulevard director of marketing Jeremy Ragonese and design director Payton Kelly also discussed the changes in a YouTube video.
In the press statement, Ragonese said the brewery wanted a new take on the logo to “make it more representative of what Boulevard is today. It has been nearly 16 years since we’ve made any significant alterations to our core packaging architecture, and this evolution is a way to both recognize Boulevard’s growth and demonstrate our commitment to the brewery’s future.”
(Part of that growth will be new markets in 2016: Arizona, Kentucky, Michigan, Connecticut, Rhode Island, and parts of upstate New York and Delaware).
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Boulevard’s marketing team worked with Helms Workshop to get an outsider’s take, working up concepts that were eventually tweaked by Kelly and the marketing team. Above, you can see the update to Tank 7, and below, Ginger-Lemon Radler.
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Just to be clear, the logos and packaging are changing, not the beer.
