Blue Point Brewing Company was founded in 1998 in Patchogue, New York, and is Long Island’s largest craft brewery. The new VBI aims to surprise and innovate while keeping the brand’s ethos.

The nature of Blue Point’s brand personality —being direct, unapologetic— really got to us. However, it felt like the brand was speaking two different languages: one in their message and communication, and another in their visual identity. The new VBI needed to be direct and sharp, and at the same time modern and familiar; it was clear to us that it had to go straight to The Point.

The new VBI is a combination of different things, where current customers recognize the brand they love, and new customers discover something new, approachable, and attractive. It celebrates Blue Point’s loyal fanbase and invites new ones to join the culture behind this great company born out of Long Island many years ago but that keeps innovating with its new beers and expanding its horizons.

One of the main focuses of this new VBI was to establish Blue Point as an umbrella brand, a playground for the individual beer brands to be themselves while distinctively part of a larger portfolio. With this, Blue Point is recognized as the brand behind iconic beers such as Toasted Lager and Hoptical Illusion, to name a few.

To showcase the diversity of the portfolio, we collaborated with artists and illustrators from the US and abroad which helped us bring each of these brands’ personalities to life. A series of constants and variables in the visual system allows for this diversity to shine while remaining a cohesive brand.

By devising the new VBI as a complete visual system (as opposed to dealing with each brand independently) it allows for new products to be introduced to the portfolio seamlessly.It is at the same time distinctive and flexible enough to accommodate new expressions while being unmistakably Blue Point. At the end of the day, it’s all about the Blue Point.