Proving blue can be a stop sign.

With new entries into the 2012 beverage market screaming for attention via colorful and complex illustration, we took a subtler approach for the inaugural label for 22oz. Switchback Ale. As the No. 1 Vermont draught beer for the past 10 years, Switchback had great brand recognition. Leveraging a large field of Switchback Blue, the color that had adorned every tap handle in every bar, along with a simple label shape and elegant but bold typography that reinforced the brand logotype and the product name, the new label became a stop sign. Simple, confident, noticeable amongst the clutter. A clear, understated voice that says ‘Your quest is over, you have found what you seek’.