To celebrate its 125th anniversary, Anchor Brewing, the oldest craft brewery in the US and a Bay Area stalwart, got a comprehensive makeover from global design agency R/GA San Francisco with the goal of increasing brand relevance among the next generation of beer drinkers. The team began by developing a new visual mark and visual system for Anchor Brewing master brand, as well as each of its beer styles. They also created merchandise, an ad campaign, a brand launch video and new tap handle designs.
The brand theme: forging a new anchor for the modern world, one that reinforces the brewery’s enduring values and legacy and, at the same time, encourages consumers to raise their anchors and keep striving to develop their legacies. The design itself is an homage to the anchor, making it the hero and centerpiece of the design system. The updated rich deep yellow has touches of early gold rush days, while prohibition type and an industrial feel blended with scenes of the city and surrounding nature evoke a sense of permanence but also feel light, flavorful and refreshing. The refreshed anchor is both modern and graphic, but also incorporates some etching details that tie back to the legacy mark from Anchor’s vast logo history.
In addition to R/GA, credits go to Moosylvania at Ad Agency/Digital and thePR Agency is Becca. The visual identity work is the first design partnership between Anchor Brewery, R/GA and artist/illustrator Nathan Yondr. Credits at R/GA include Executive Creative Director, Chris Polychronopoulos, Design Director Diego Morales, Associate Creative Director/Visual Michael Arguello, Art Director Ben Muckensturm, Senior Designer Patricia Watanabe, Designer Ariel Minzter, Motion Design Director Felipe Mahalem, Senior Copywriter Scott Steele, Content Producer Janie Penney, SVP Managing Director David Corns, VP, Executive Strategy Director Yael Cersarkas, Strategy Director Kaitlyn Fysztak, Senior Strategist Langston Williams, and VP MD, Client Services Cara Watson. The Anchor Brewing team includes SVP Marketing is Scott Pederson, Marketing Director Michelle Muhme, and Brand Manager Tommy Miers.