Albuquerque, N.M.-based Marble Brewery has redesigned its beer packaging. After six years, Marble wanted a makeover for its visual identity and branding. According to the brewery, the old identity no longer fit its culture. Marble wanted the new identity to embody its “independent, fearless, adventurous spirit.”
Marble appointed Ripe Inc.—also in Albuquerque—to help create the new packaging and brand identity.
The city of Albuquerque served as the inspiration for the brand’s new packaging. The beer cans and bottles feature photo-illustrations of local city, bosque and desert landscapes. Each bottle label has a unique die-cut that complements the illustration. The labels are printed with spot PMS and a metallic silver on uncoated paper, resulting in soft, shimmery detail effect.
The beer can designs integrate inkless areas into the illustrations, allowing the silver of the aluminum to show through, highlighting design details. Marble said it used a double application of white to further contrast the aluminum that peeks through the design.
The new design has been applied to the brewery’s Pilsner, India Pale Ale, Wildflower Wheat, Double White, Red Ale and Oatmeal Stout brews.