Maui Brewing Company (MBC) 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-based brand studio, who visited Maui to immerse themselves in the
Maui Brewing Company culture.
“It all started on the island of Maui,” said Marty
Butler, founder of The Butler Bros. “Travelling with
our team to collaborate with the ’ohana that is Maui Brewing Co. made an
enormous difference and led us to a beautiful new design for Hawaii’s most
prolific craft brewer.”
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 and CEO Garrett Marrero better and hear the story behind MBC’s original
logo, a tribal honu that held a lot of equity for customers and a lot of
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.
“While demonstrating a clear visual change, our
refreshed brand represents our solid foundation and continues the MBC legacy
without losing our heritage, or the power of our logo recognition that has been
built over the past decade,” MBC’s CEO, Garrett Marrero said. “Our fans can be
assured that while our brand has a new look, we are still brewing the same
great indie craft beer!”