Twelve years of retail brand evolution for Switchback Ale

In the summer of 2012, after 10 years as an on-tap only offering, Switchback Brewing Co. released its flagship Ale in 22oz. bottles. Interrobang designed what amounted to 40 label variations for the brewery; researching shapes that would work efficiently with their new bottling line, color dominance, typographic visibility verses legibility, and brand element evolution. The brand team kept returning to a dominant simple shape, with a flood of Switchback Blue that amplified the enlarged Switchback word mark, with a solid and legible modified slab-serif ALE.

The neck, front, and rear labels were printed offset, in four-color process, and die cut using custom…

Read More