Thinking Outside The Bottle

Following our brand refresh of Starr Hill Brewery, sales in its core markets increased by 16% overall and by 20% for packaged beer.


Founded in 1999, Starr Hill Brewery’s beers are distributed throughout the mid-Atlantic and southeast U.S.

Fifteen years later, Starr Hill faced a much more competitive craft beer market than when it started. They needed to alter the perception of their beer and decided to make some changes to their staff, recipes, and brand. Starr Hill picked Storyware to work on the latter and a complete rebranding effort got underway in the fall of 2014.

Nine months later, the new logo and packaging for six of Starr Hill’s core beers debuted on shelves. At the same time, Starr Hill’s redesigned mobile-friendly website launched. It was the beginning of the new and improved Starr Hill, which eventually resulted in a significant impact to the bottom line.

What We Did

  • Branding + Identity
  • Logo Design
  • Packaging Design
  • Vehicle Wrap Design
  • Mural Design
  • Photography
  • Information Architecture
  • Web Design
  • Front-End Development
  • WordPress Development
  • Hosting + Support
What Can We Do For You?

Packaging Design

Standing out on the shelf

You have to stand out on the shelf, no doubt. That’s where most beer is sold — so with more competition and limited shelf space, you need to make that impression. It also needs to be easy to read so your brand and beer style is immediately recognizable.
- Jack Goodall, Starr Hill Brewery

Starr Hill wanted to refresh their look while remaining true to its roots in music and Virginia. The identity’s stripped down, handcrafted typography and imagery form the foundations of a consistent visual brand while retaining the brewery’s iconic star logo. The star has been the hallmark of the brand since the beginning and is the only remaining visual element. In the end, each label was designed to reflect the individual beer’s taste and origins.

Starr Hill

We’re entering an era where well-brewed will be a baseline. That’s fantastic news for all beer fans. But it means a shift in beer business dynamics, to match other, more mature industries. When quality is a given, the battle for beer sales may be waged over image and story, rather than the contents of the glass.
- All About Beer Magazine


Following the brand refresh of Starr Hill's packaging, sales of Starr Hill's products increased throughout their distribution footprint, and in particular their largest market, Virginia.

  • From mid-2015 to early 2017, Starr Hill’s increased sales in its core markets by 16% overall and by 20% for packaged beer.
  • Starr Hill’s overall brand portfolio during the second half of 2015 increased by 14% over the same period in 2014 and saw a year-over-year trend change of 26% over the first half of 2015.
  • For Starr Hill’s best-selling and flagship brand, Northern Lights IPA, sales increased by 23% over the first half of 2014 and saw a trend change of 43% over the first half of 2015.
  • Starr Hill’s variety 12-packs also increased by 27% year over year and experienced a trend change of 44% over the first half of 2015.

Storyware has been a terrific partner with Starr Hill Brewery for our brand refresh project. They were able to quickly absorb the culture and vision of our team and translate them into a beautiful, eye-catching array of designs. Communication is essential on any project of this scope and Storyware has provided a high level of service during the entire process. The Storyware team brings together great design with great people.

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