Founded in Charlottesville, VA, Starr Hill Brewery’s beers are distributed throughout the mid-Atlantic and southeast U.S.
Beginning in the fall of 2014, Storyware worked with Starr Hill to refresh the packaging artwork for their lineup of beers. In March 2015, Starr Hill’s new logo was released. In July, the new packaging for 6 of Starr Hill’s core beers debuted on shelves. We continue to create new and fresh packaging designs for all of their craft beers.
In addition to the packaging, Storyware applied Starr Hill’s new brand to a van wrap, mural, and a redesigned mobile-friendly website.
What We Did
- Branding + Identity
- Logo Design
- Packaging Design
- Vehicle Wrap Design
- Mural Design
- Information Architecture
- Web Design
- Front-End Development
- WordPress Development
- Hosting + Support
Storyware’s Creative Director Wyndsor Hug used the landscape of Central Virginia and Starr Hill’s roots in music as sources of inspiration for the new packaging imagery.
Each label was designed to reflect the individual beer’s taste and origins. “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,” said Wyndsor. “The star has been the hallmark of the brand since the beginning and is the only remaining visual element.” Through the rebranding and packaging design process, Storyware has helped Starr Hill rejuvenate their image in the beer space.
Following the brand refresh of Starr Hill's packaging, sales of Starr Hill's products increased throughout our distribution footprint, and in particular their largest market, Virginia.
Starr Hill’s overall brand portfolio during the second half of 2015 increased by 14% over the same period in 2014 and they saw a year-over-year (“Y/Y”) 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 we 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 the year. Both of these brands (the top 2 brands within their portfolio) were experiencing sluggish sales trends before Starr Hill initiated the marketing program, which leads to the conclusion that these improved sales numbers are a direct result of the refresh.
Storyware has been a terrific partner with Starr Hill Brewery for our brand refresh project. Wyndsor was 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 Todd and Storyware have provided a high level of service during the entire process. The Storyware team brings together great design with great people.