Maui Brewing Company recently launched new branding and packaging designed to make its unique line-up of beers all feel like one, cohesive family. It’s the result of a nearly yearlong collaboration with The Butler Bros, an Austin TX-based brand studio, who sacrificed themselves with a visit to Maui to immerse themselves in the client’s culture.
“It all started on the island of Maui,” said Marty Butler. “Traveling with our team to collaborate with the ’ohana that is Maui Brewing Co. made an enormous difference…” Through the process, The Butler Bros learned about the brewery’s ’ohana culture, a Hawaiian word for family that is used to describe people who share a common bond. They also got to know founder Garrett Marrero better and hear the story behind MBC’s original logo, a tribal honu that held equity for customers and personal meaning for Marrero, who sports a tattoo of the sea turtle.
The new branding effort features an evolved turtle logo and messaging that speaks to the brewery’s pride in being an authentic, Hawaiian-made product. Influential Polynesian tattoo artist Orly Locquiao collaborated on the can artwork for Bikini Blonde Lager, Pineapple Mana Wheat, Coconut Hiwa Porter, Big Swell IPA and Island Root Beer.