At the beginning of this year, New Belgium Brewing revealed a new look and feel with a portfolio-wide packaging refresh. The new design reimagines New Belgium’s watercolor imagery from the past 22 years through a modern lens. Originally hand-painted by Ann Fitch, Co-founder Kim Jordan’s neighbor, the new label design was created by Hatch Design of San Francisco and features an illustration by artist Leah Giberson, as Fitch recently announced her retirement from commercial production. “This colorful, handcrafted look has been with us since our inception, and the new design brings the portfolio together in a fresh and contemporary way,” the company said in a statement. “We know that while the watercolors will always be part of the New Belgium story, we think the new designs will delight our long-time fans while also inviting new folks into the fold.” Each image on the labels begins as a photo and then is repainted by hand, and many varietals, including Fat Tire and Ranger, are reimages of the original themes.
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