Oldest brewery gets label facelift from a top Manhattan firm, D'Addario Design - D.G. Yuengling & Son, Inc.'s new packaging

Modern Brewery Age, Feb 4, 1991

Oldest brewery gets label facelift from a top Manhattan firm, D'Addario Design

What's new about the oldest brewery in America, D.G. Yuengling & Son, Inc? The answer, according to the brewer, is "contemporary, upscale and innovative innovative packaging graphics" for its two flagship brands, Yuengling Premium and Yuengling Premium Light, thanks to the creative talent of D'Addario Design Associates Inc., located in New York City.

The reason for the redesign of Yuengling's packaging stemmed from the brewery's wish to "reposition our product as an upscale brand as well as widen our distribution to urban areas," according to Dick Yuengling, Yuengling Brewery president.

In addition to a repackaging for the 12- and 16-oz. bottle labels, D'Addario Design also redesigned the products' 12-oz. cans, six-pack carriers, 24-pack suitcases and mother cartons.

"D'Addario Design Associates was asked to keep in mind three factors when redesigning the packaging: quality image; making the company's logo, the eagle, more prominent; and name recognition," recalled David Casinelli, director of sales, Yuengling Brewery.

The project's challenge was to make the packaging more contemporary and upscale without losing the vintage quality and heritage associated with America's oldest brewery, and that goal was successfully met, according to Adam D'Addario, vice president of the design firm.

"We carried Yuengling's 162 years of quality and tradition of product and conveyed it through updated label graphics to take them into the next century," D'Addario said.

The Premium and Light beers were differentiated by color. For the Premium, a printed gold and tone background was used with four-color process for the eagle. The white and blue colors of the Light convey a lighter-bodied product than the premium beer. Additionally, the products' "steiny" bottles were replaced by amber longneck bottles.

The new brand packaging is currently being phased in with a full rollout expected this month. "D'Addario Design Associates, which has specialized in beverage design for nearly 30 years, is very pleased to welcome the D.G. Yuengling & Son brewery to its client list," according to D'Addario.

PHOTO : OLD BREWERY...NEW LABELS--D.G. Yuengling & Sons, America's oldest brewery, recently unveiled contemporary labels for its Yuengling Premium and Yuengling Premium Light brands. Charged with creating the new look, D'Addario Design Associates Inc., of New York, was "pleased to welcome [the brewery] to its client list."