Portland Brewing Rebrand and New Way IPA Launch
Portland Brewing Company continues refreshing, revamping and rebranding with new packaging and the launch of New Way IPA. Portland Brewing is one of our oldest, originally founded by Art Larrance who went on to open Cascade Brewing and found the Oregon Brewers Festival. The new look for Portland Brewing's beers to bring them up to date includes new packaging for MacTarnahan’s Amber Ale and Ink & Roses IPA (formerly called Portland IPA.)
More from a press release:
Portland Brewing’s company values reflect the city itself: original, solid, passionate, Portland. “Portland isn’t just in our name, it’s in our DNA. The brewery was born here, and the city helped raise us. We will always represent Portland, making original beer that’s a reflection of the city and the people who give the city its character,” said Robert Rentsch, General Manager of Portland Brewing.
The bold graphic "P" is not only a modern evolution of Portland Brewing Company's original packaging, it also reflects the city itself, taking on the geographic layout of Portland. "The brand mark refers to some of the first signage created for the tap house in 1986 combined with the modern geometric design popular at that time. The stem of the “P” follows the path of the Willamette River as it runs through the center of the city, while border elements on the badge were inspired by Portland's city flag. Our goal was to create something that not only reflected Portland Brewing’s history, but created a strong symbol for the brand in years to come,” said Sean Barrett, Creative Director at Studio Mega.
MacTarnahan’s, Portland Brewing’s flagship amber ale, as well as Portland IPA (renamed Ink & Roses IPA) are also getting a very special “Portland Originals” look of their own featuring a similarly double-lined border around a geometric rose; updating the unique spirit of Portland Brewing’s original line of “damn good” beers, while respecting the history behind the beer. The wrap-around labels of the “Portland Originals” remain inspired by the look and feel of the early labels, as well, with MacTarnahan’s in green tartan.
“Alongside the launch of this brand refresh, we are equally excited to give Ink & Roses an updated flavor-profile. The city has evolved over the years, but so has Portland’s palette! With Ink & Roses IPA new look we wanted to represent what our brewers are drinking today. In the new recipe we increased pale malts to bring out mouthwatering hop flavor, and then dry-hopped for increased floral and citrus flavors and aromas,” said Ryan Pappe, Head Brewer.
In order to celebrate what the city has to offer, Portland Brewing knows they need to look no further than the original creators, makers, and doers who make Portland what it is: a stage, canvas, kitchen, brewery for ORIGINALS practicing their craft.The brand refresh will roll out over the coming months with a series of pop-up events taking place in Portland’s unique and spirited neighborhoods. These pop-up events will include Portland Brewing-hosted happy hours at local businesses, art shows, beer festivals, summer after-parties, street festivals, and more!
Through this branding refresh, Portland Brewing aims to celebrate and connect with the creative spirit of the city through an ode to their history and a look into their future.
Find us on social media: @PortlandBrewing #PortlandOriginalBrewery & taproom Location: 2730 NW 31st AVE., Portland, OR 97210