Brand Packaging Transformation: No-Li

John Bryant spent eight years imagining what the No-Li brand represented and what it aspired to be.  Since he took over No-Li (previously Northern Lights) brewery, John and his family have been able to build good brand recognition and a great following in the Spokane region, but it was time to grow the business and take No-Li beers into larger markets, and he chose SMC to help articulate the message and bring the brand to life.

First, we reviewed their current packaging and noticed that each beer offering had a unique look…the IPAs, dark beers, amber and pale ales all had a completely different design. The only element tying them back to the brand was a small No-Li ID at the top of each can.

The problem to solve was how to leverage No-Li’s brand equity and revitalize the packaging design and messaging to compete in a larger market. The goal was to create bold and unique packaging solutions that would bring the brand forward and compete in the visually crowded beer aisle at retail. By teaming up with No-Li, we researched the historical and current brewery culture and market to discover No-Li’s unique voice.

In the new design, we decided to keep the No-Li ID at the top of the can to remind loyal customers that were still No-Li beers. We then enlarged their emblemed hexagon shape and landmark red color to be the focal point for the name and varietal. Unique illustrations displaying bold color and movement completed the distinctive story and visual messaging on each can, for each beer.

Merchandising the new system together or as a standalone can, No-Li now has a new impact at retail. This unique visual display can be seen in the crowded beer aisle enabled by a renewed consistent brand messaging system. For the first time No-Li reveals the depth of their beer offering to a bigger audience while the brand tells why Spokane is an important craft beer region.

We asked John to share with us how we did: “The end process is the best branding and expression of message that I’ve ever been associated with. After 30+ years in the beverage and branding world, we nailed it!”

Thanks to John and the Bryant Family for being such great partners.

Cheers!