Kansas’ Tallgrass Brewing focuses on brand cohesiveness with can redesigns (succeeds)

Manhattan, Kansas (or as we like to call it, the Little Apple) is a swanky college town in Middle America, home to those wildcats at Kansas State University, and maybe more importantly, home to Tallgrass Brewing Co. As one of Kansas’ top craft brands by size and quality, Tallgrass has been introducing a variety of solid beer products to the Midwest market since 2007.

Over that time, certain brands have become more successful than others, and over time, it’s not difficult to see how the sheer variety of products (sometimes using different packaging techniques) might be prone to losing some brand unity in their messaging. These factors had Tallgrass revisiting its brand essence and relaunching its packaging designs to reflect a connection between its most popular titles, giving them more pop and symmetry on the shelf. Jeff Gill, founder and CEO of Tallgrass Brewing, released the letter below with the announcement, and we like that he and the Tallgrass family saw something that wasn’t working for them and fixed it. That’s how you maintain success.

Introducing a More Cohesive Tallgrass

As our brewery has grown, evolved and expanded into new markets over the years, we’ve taken great pride in our beers and brands. Since making the switch from bottles to 16-ounce tallboy cans in 2010, delicious beers like 8-Bit Pale Ale, Buffalo Sweat and Zombie Monkie have become fan favorites.

While our cans have always had a look as unique as each name, feedback we’ve received indicates that they sometimes aren’t easy to find on the shelf — nor has it been clear to consumers they’re all made by Tallgrass.

To fix that, we’ve come up with a new can design that creates a more cohesive look for our beer cans. This new design makes the Tallgrass Brewing Company brands more identifiable as Tallgrass, while staying true to the fun spirit of our brands. These new cans will start hitting shelves later this fall.

We’re excited to share these new designs, and look forward to seeing more consistent brands in the market with our consistently remarkable beers.

Jeff Gill, Founder and CEO
Tallgrass Brewing Company