Wachusett Brewing Company was founded by three college friends in Massachusetts. Instead of pursuing typical careers in biology or engineering, they decided to open their brewery, inspired by hikes and travels through New England’s forests and rivers. Today, their beer is known far beyond their home state, particularly popular is Blueberry Ale, which accounts for the majority of sales.
The original Wachusett emblem had a solid, rustic, and homey feel: a barn, mountains, and a round stamp with the brewery’s name. The illustration style resembled an antique engraving, creating an atmosphere of local, craft production. While such an image was suitable for a small brewery, as the brand’s popularity grew, a need emerged to make it appealing to a broader audience, including supermarket chains and bars.
The new logo transformed the company’s mood. It became simpler and more confident. The basis of the design was an industrial-style font shaped like a dense stamp, reminiscent of traditional signs and plaques commonly found in local industries. Gone are the engraving and barn, yet the rural brewery atmosphere remains, supported by the coarse texture of the font.
Instead of a single emblem, the brewery developed a system of additional graphic symbols and lettering for packaging and advertisements. This set includes wood textures and stylized inscriptions emphasizing the craft and regional style. However, the primary element in communication remains the logo with its recognizable shape and distinctive red hue.
The update also affected the packaging, making it brighter and more dynamic. The design for the Blueberry Ale was particularly successful, which was distinguished by its expressive look. Other varieties received simpler designs, but the new visual system allows the company to experiment and easily launch seasonal products.
The new visual identity of Wachusett Brewing Company became brighter and more contemporary. The company gained a confident tool for further development and market expansion, preserving traditions while presenting them in a relevant way for today’s consumers.
