The new look will first be seen in Indiana as it becomes the 20th state into which the brand will expand.
True, the original labels were chock-a-block with typefaces ranging from scripts to Gothic styles, and yes, the use of art could be inconsistent. That being said, perhaps it is acceptable for a nearly 190-year-old brand to embrace its loveable quirkiness and not try to dress like an 18-year-old (especially in light of today’s massive craft brew movement, with its incredible wardrobe of creative labeling).
The new labels have all the charm of a 1980s generic box of mac-and-cheese. The brand name and much-loved but now ghosted-back eagle and keg logo play second fiddle to non-proprietary variety names like “Light” and “Lager.” The whole approach feels sterile and no longer communicates the brand’s lineage and history.
Read more details here.