MadTree Brewing unveils PsycHOPathy brand redesign

MadTree Brewing, a staple of Cincinnati’s craft beer scene, celebrated its PsycHOPathy brand redesign with a lively event dubbed “Psych Night” this past weekend. As Ohio’s first canned craft beer, PsycHOPathy holds a special place in the hearts of local beer lovers like myself. The new can artwork, which reflects MadTree’s deep connection to nature, is part of a broader rebranding that includes other fan-favorite brews like Happy Amber and Skygazer. From the press release:

“It was time for a refresh,” said Kricket Murnahan, Creative Director at MadTree. “Our consumers spoke and we listened. After testing new can designs with hundreds of consumers, this design emerged as the clear favorite. The new can is bolder, more legible, and proudly highlights our Cincinnati roots. It features a captivating illustration that celebrates the hop-forward character PsycHOPathy is renowned for.”

Enjoy some photos of the rebrand throughout this post — like this one!

Great Lakes Brewing’s Dortmunder Gold Lager rebrands in Cleveland

MadTree isn’t the only Ohio-based brewery embarking on a rebranding journey. Great Lakes Brewing Co. (GLBC), another iconic Ohio craft brewery, recently announced a refreshed packaging design for its flagship Dortmunder Gold Lager. As one of GLBC’s original recipes from 1988, Dortmunder Gold is a Cleveland classic. This rebrand marks the first packaging refresh for Dortmunder Gold Lager since 2020 and only the fifth time in three decades. The revamped packaging will debut this September in various formats, including 6-packs and 12-packs of bottles and cans, as well as a new 19.2-oz. can, adding to Dortmunder Gold Lager’s storied reputation.

Rebranding heritage craft beer brands: What to consider

Rebranding a legacy beer like MadTree’s PsycHOPathy or GLBC’s Dortmunder Gold is no small feat. These brews have a deep connection to their communities and loyal fan bases. That makes it crucial to strike the right balance between honoring tradition and introducing fresh, modern elements. Here are a few tips for successfully rebranding heritage craft beer brands:

1. Preserve core brand identity: Ensure that the updated design nods to the beer’s history. Incorporating familiar elements like colors, fonts or symbols from past packaging can maintain the connection with loyal customers.
2. Engage with your community: Host events like MadTree’s Psych Night to engage with your community. This allows your fans to be a part of the rebranding journey.
3. Highlight key brand messages: Whether it’s through packaging or marketing, emphasize what makes your beer special, from its unique brewing process to its local roots.
4. Consider market trends: Pay attention to what’s happening in the craft beer industry. Consider the popularity of canned beer and ensure your rebranding aligns with current consumer preferences.
5. Test and iterate: Before rolling out a full rebrand, test the new designs with a small audience. Use feedback to refine the look and feel of the brand update.

With these rebranding tips, craft breweries can refresh their image while staying true to the legacy that has made them beloved by their communities for years. MadTree and GLBC show how a well-executed rebrand can breathe new life into iconic beers, keeping them relevant in a competitive and ever-evolving market.