Yuengling®

Facing an established but aging consumer base, America’s Oldest Brewery sought to engage with newer generations while honoring its rich heritage. Revitalizing brands with decades of history presented a significant challenge... modernize without losing sight of tradition and a loyal following.

The updated visual identity prominently featured the iconic Yuengling® eagle, reimagined in a wood block style. Additionally, each core brand adopted a vibrant color palette, enhancing visibility on and off premise, providing a cohesive and recognizable experience for customers — that of which never existed previously. The resulting transformation permeated every aspect of the industry, spanning from primary packaging and retail displays to digital channels, sales collateral, transit advertising, and beyond.