Starr Hill Brewery

Following our brand refresh, sales in its core markets increased by 20% for packaged beer.

Project Synopsis

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

Fifteen years later, in 2014, Starr Hill faced a much more competitive craft beer market. 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 was underway.

Nine months later, the new logo and packaging for six of Starr Hill’s core beers debuted on shelves.

Team

  • Wyndsor Hug
  • Todd Wickersty
  • Page Wood
  • Graham Blevins

At the same time their new brand was revealed, we launched Star Hill’s redesigned, mobile-friendly website. It was the beginning of the new and improved Starr Hill.

Starr Hill Website

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 its beginnings and is the only remaining visual element. Each label was designed to reflect the individual beer’s taste and origins.

Quotemark

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
Former Marketing Director of Starr Hill

Following the refresh of Starr Hill’s packaging, product sales increased throughout their distribution footprint, and in particular—their largest market—Virginia.

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.

Starr Hill Cans

What We Did

  • Visual Identity
  • Packaging Design
  • Content Strategy
  • UX Design
  • UI Design
  • Web Development
  • Photography