Riff Raff came to the table with dated label designs for their six flagship beers. The brewery felt they had outgrown these labels and sought to update their look to distribute and compete regionally.

The goal was to retain the authentic spirit of Riff Raff, while bringing the brand up to date.

Through collaboration and iteration, we landed in a place that was bold and modern, but did not take itself too seriously.

Updating the identity of Riff Raff began with their core brand assets. We brought a more modern and bold look to the logos and typefaces while utilizing the same symbols and meaning of the original logo.

Final deliverables for this phase involved logo assets, and a style guide that documented their new brand assets and how to use them.

When deciding on a direction for beer labels, the possibilities really are endless and can become difficult to visualize.

In order to collaborate effectively and to hit the mark more quickly, we employed a mood boarding process with Riff Raff to get an idea of the stylistic direction.

These mood boards captured a variety of different directions from illustrative to type-forward concepts.

The boards ultimately served to help everyone get on the same page, and to move forward into the next phase confidently.

The stylistic direction agreed upon was an illustrative approach that placed the flagship characters at the center of the story. These characters serve as a representation of the distinct personalities and profiles of the beers themselves.

Through a process of collaborative concepting and revision, our team was able to bring these unique characters to life.

The process of defining our messaging and copy began with research surrounding Pagosa Springs history and Colorado culture. The location of the brewery and Riff Raff’s community is integral to their story and who they are, so we wanted to capture that in our writing.

We then worked with designers and the client to ensure the voices we were writing were true to the characters’ spirits.

Special care and attention went into ensuring every word the labels carried weight and spoke into who these characters are.