Monday Night Brewing Unveils Rebrand, New Packaging
Pioneering Atlanta craft brewery introduces more inclusive look and feel to its logo, label, and packaging
ATLANTA (Dec. 19, 2022) – The Monday Night Brewing team announced today a full rebrand, including new logo and designs for its beer cans and packaging. Monday Night, which has soon-to-be five locations across the Southeast, enlisted Atlanta agency Matchstic to reimagine the brand’s entire look - which extends beyond packaging into taproom decor, merchandise, and advertising.
As part of the branding process, Monday Night Brewing and Matchstic derived inspiration from Monday Night’s mission statement: “We exist to deepen relationship over some of the best beer in the world.” Its key brand values – Craftsmanship, Connection and Creativity – imbue the new approach.
The new look features a new, hand-drawn logo and custom typeface – both created specifically by the Matchstic team for the brewery. The new program will launch with new cans for seven of Monday Night Brewing’s most widely available brands: Blind Pirate, Death Raptor, Drafty Kilt, Dr. Robot, Slap Fight, Space Lettuce and Taco Tuesday has its own unique color scheme and hand-drawn patterns. Each can has its own unique color scheme and hand-drawn pattern that were inspired by both the clever names of the beers and the liquid itself.
Monday Night Brewing’s former branding is commonly recognized by its classic necktie theme and official motto “Weekends Are Overrated” – an homage to its three co-founders’ backstory of ceremoniously loosening their neckties on Monday evenings when they gathered to craft that week’s batch of homebrewed beer. Now in its eleventh year of brewing, the team agreed that it was time for a refresh.
“We were really excited to work with Matchstic to create a new vibe that reflects the personality and values of where the brewery is now, as well as our goals for the future,” said Monday Night Brewing CEO Jeff Heck. “The necktie theme captured who we – Jonathan, Joel and I – were when we crafted our first homemade beers. We have truly enjoyed seeing the “Tie Guy” connect with beer drinkers throughout our first decade of business. The brewery, brand, and our beers have evolved so much in those 11 years thanks to the diverse groups of people that make up our team and our city. We are thrilled to introduce a more inclusive look and feel to our own teams as well as the communities that we continue to serve and bring together. Not to mention, we hate wearing ties now.”
Monday Night Brewing trusted the talented team at Atlanta brand identity house Matchstic to create a new look and feel that aligned with the brand’s personality, mission, and values.
“It’s not every day we get to work with a brewery, so when Monday Night Brewing came calling, we answered running – and as it turns out, the team is as fun to work with as their beer is to drink,” said Meghan Murray, Matchstic Design Director. “From the beginning of our partnership, we set out to capture not only the creativity and craftsmanship of the beer, but the genuine enthusiasm and humor of the people behind the brand.”
“The part we’re probably proudest of is the illustration style built on negative space,” Murray continued about the design. “We were inspired by the day/night contrast in the brewery’s name, and the cans made for a perfect canvas to explore and elaborate on that idea. Ultimately, we think this work captures the spirit of Monday Night Brewing, and really helps set them apart from other beers on the shelf – and from the rest of the national beer scene.”
This announcement comes on the heels of quite a few major announcements from the Monday Night Brewing team – all of which encapsulate the significant progression of the brand and business:
Most Decorated Craft Brewery in the Southeast
After a two-year hiatus from the beer competition circuit due to the pandemic, Monday Night Brewing recently wrapped a year of racking up awards from some of the largest and most prestigious national and international beer judgings, including The World Beer Cup, the Great American Beer Festival, US Open Beer Championship, amongst others. Overall, 19 Monday Night Brewing beers were recognized with a total of 27 awards between seven elite beer competitions.
Expanding Taprooms Across the Southeast
Monday Night Brewing has seen tremendous growth and success in its eleventh year of business. In addition to its two ATL-based taprooms and Birmingham location, they opened their fourth taproom in Nashville, TN, in September 2021, and recently announced plans for a fifth taproom to open in Charlotte in early 2023, with distribution expanding to North Carolina.
More Than Beer
In the last year, Monday Night has expanded its offerings to more than beer. In August, the brewery announced the launch of its own Neapolitan-style pizza programming high-quality, locally-sourced ingredients, including homegrown, Monday Night yeast culture.
ABOUT MONDAY NIGHT BREWING:
Based in Atlanta, Georgia, Monday Night Brewing was founded by Jonathan Baker, Joel Iverson, and Jeff Heck. Monday Night Brewing exists to deepen relationships over some of the best beer in the country. Brewmaster Peter Kiley oversees brewing operations across all of its locations. Monday Night’s fifth taproom will be opening in Charlotte, North Carolina in 2023. The craft brewery’s award-winning selection of beers can be found across Georgia, Tennessee, Alabama and, in early 2023, North Carolina. Learn more at www.mondaynightbrewing.com
