Urban South launched as an upstart brewery in New Orleans in 2016 and quickly began to establish themselves as a force in the craft beer scene in Louisiana and across the South. Fast forward to 2020 and the brewery has grown to be the largest in the Big Easy with a satellite brewery in Houston — and with that growth came the need to evolve the brand. TILT stepped in to help update the core beer lineup with a colorful new logo and packaging that reflects the spirit of the brewery that consumers and visitors had come to love.
As Urban South moved into its fifth year, the brewing team was turning out new beers for their core lineup and moving from more traditional brews to new innovative offerings. It was time for a new logo and packaging approach that represented the operation's positive growth, and we delivered an updated mark that modernizes the brand and captures the unique flavor of the brewery. Colorful and vibrant, it's also more legible — never a bad thing.
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. To showcase the packaging design and the unique beer lineup, TILT created motion graphic-style videos to run as a paid social campaign. The work targeted Urban South consumers and blanketed the geographic area to ultimately help spread the word and introduce the refreshed brand to Urban South fans both old and new.
A brewery like Urban South has a lot going on — two locations, a constantly evolving beer lineup, events and a shop — so they need a flexible website that can serve multiple purposes. The TILT team designed a dynamic digital property that's easy to navigate and lets the brand personality shine through.