Urban South launched as an upstart brewery in New Orleans in 2016 and quickly started to establish themselves as a force in the craft beer scene in Louisiana and the South as a whole. Fast forward to 2020 and the brewery has grown to be the largest in the Big Easy with a satellite brewery in Houston. With the growth came the need to evolve the brand. Along with an updated core lineup of beers, the colorful new logo and packaging reflected the spirit of the brewery that consumers and visitors to the location had come to love.

Holy Roller, Lime Cucumber Gose in hand
Throwback Vibes can
Pop! Tangerine Sour cans
Rocket Pop Gose can
Urban South Brewery logo

As Urban South moved into its fifth year operation, it was time for a new logo and packaging design approach that represented the positive growth the brewery had seen. The team was turning out new beers for their core lineup and moving from more traditional brews to new innovative offerings. The updated logo represents the new modernized brand and reflects the spirit of the brewery. It’s colorful and vibrant while also being more legible.

We knew that a rigid system wouldn’t fit Urban South’s playful vibe, so we explored how to create both unity and distinctiveness through color, illustration and typography. The connective thread is a sense of fun, whimsy and discovery.

With the new cans and logo hitting the shelves, it was a prime opportunity for a robust social media brand awareness campaign. In order to showcase the packaging design and the unique beer lineup offerings, TILT created motion graphic-style videos to run as a paid social campaign. The videos targeted Urban South consumers and blanketed the geographic area to ultimately help spread the word and introduce the new brand to Urban South fans, both new and old.

A brewery like Urban South has a lot going on – two locations, a constantly evolving beer lineup, events, a shop – so, they need a flexible website that can serve multiple purposes. The TILT team designed a website that would be easy to navigate and would allow the brand personality to shine through.


Things Unsettled