Hawaii’s Maui Brewing reveals brand transformation (looks suitably tropical)

June 6, 2016CBB Editorial Staff

Maui Brewing Co. cans — Can’t believe we decided not to attend this media event. Idiots!

There is nothing permanent in this world except for change. Life, love, landscapes and all of our lofty goals are subject to the good and bad of transformation. Heck, even branding and packaging needs to change to survive — to pique and keep our interest as consumers. Maui Brewing Co. recently got over the change bug, announcing a bold new look that ties its family of beers together.

The new identity incorporates vibrant tones with a contemporary island vibe. The refreshed logo, new icons and a new web presence were introduced to the company’s 96 employees in a private event at the Kihei brewery prior to announcing the news to its partners and the media.

“While demonstrating a clear visual change, our refreshed brand represents our solid foundation and continues the MBC legacy without losing our heritage, or the power of our logo recognition that has been built over the past decade,” said MBC’s CEO, Garrett Marrero.

MBC contracted The Butler Bros of Austin, Texas, to lead the brand update and a redesign of the full line of packaging. The Butler Bros visited Maui, immersing themselves in the Maui Brewing Co. ‘ohana and culture. They collaborated with influential Polynesian tattoo artist Orly Locquiao to create icons for Bikini Blonde Lager, Pineapple Mana Wheat, Coconut Hiwa Porter, Big Swell IPA and Island Root Beer. The new design establishes a structured, unified look for all the beers that will allow MBC’s internal marketing team to maintain the brand over time.

The new website, revamped by Webmaster Services Hawaii, is designed with a fresh new look and easy navigation for finding the latest information about the beers, the brewpub and events. The website now includes a digital Beer Finder for those searching for MBC beers in restaurants and retailers.

“Our fans can be assured that while our brand has a new look, we are still brewing the same great indie craft beer!” Marrero said.

Maui Brewing Co. recently expanded its new production facility, which increases capacity to nearly 100,000 barrels and is on pace to brew 45,000 barrels in 2016. The expansion will allow MBC to evolve into a craft beverage company with plans to distill spirits as well as produce craft sodas, ciders and meads.