Uniting a Global Icon
As our portfolio of beers continues to grow and reach new markets, we saw the need to bring clarity and consistency to how the Brooklyn Brewery brand shows up around the world, without losing the individuality and spirit that make each of our beers unique.
In collaboration with our long-standing creative partners at Thirst and the Carlsberg Group, we reimagined the Brooklyn masterbrand system with a focus on cohesion, flexibility, and legacy. The new identity unites our family of sub-brands under one instantly recognizable visual framework, anchored by the original Milton Glaser-designed roundel, heroed throughout to strengthen recognition and brand equity.
A bold black-and-white palette celebrates Brooklyn’s grit and energy, while a modular off-pack design system allows each beer to express its own distinct character through pattern and color. Inspired by film negatives and contact sheets, a new framing device adds structure and storytelling depth, bringing a fresh sense of confidence to the brand.
The result is an adaptable global identity that honors our Brooklyn roots while giving our teams and markets the tools to activate with creativity and impact, building a unified, unmistakably Brooklyn presence worldwide.
Deisgn Agency: Thirst
Global Vice President: Johan Bunner
CMO: Karli Bainbridge
Art Director: Ashley Swope
Brand Director: Joseph Battiato