Canadian brewers Driftwood have relaunched their signature pale ale under the brand name ‘New Growth’, and released a complete rebranding package to accompany.
The craft beer, which Driftwood Brewery describes as “a refreshing session ale”, has undergone a complete labelling redesign by British Columbia-based agency Hired Guns. “The new packaging design,” it says, “pays homage to the original label while emphasising the vitality of the local ingredients and the brewery’s outlook on the future”.
New Growth gets its flavour from varieties of hops called Sartori’s Centennial and Newport. It replaces the eponymous Driftwood – one of the brewery’s early creations – as its flagship pale ale.
Driftwood Brewery were founded in July 2008 and produce a range of eight locally crafted beers, including a pale ale, dry porter and Belgian-style Wit and Saison. Their beers are available across Alberta and British Columbia, and particularly in the city of Vancouver.
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