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New Belgium Brewing

Side Trip Cider Brand Identity & Packaging


Identity System
Packaging System


Design Team: Lauren Dickens, Drew Lakin, Christian Helms
Creative Direction: Christian Helms

The Story

New Belgium is an icon in the craft brewing industry, shaping the flavor, business and culture of craft beer over the brand’s long history. In their 25th year the brand made a bold move, focusing their unconventional wisdom, playful personality and brewing expertise on new horizons.

We partnered with New Belgium, working closely with company stakeholders to conceptualize, name and design something completely new to the brand: a line of New Belgium fresh-pressed ciders. The Side Trip package exemplifies New Belgium's adventurous spirit through clever typography, unique iconography and striking colors. The result is a remarkable new brand that stands squarely on its own, while still nodding to its roots.

Helms Workshop®