New Amsterdam Craft Ale

Derrick Lin


Designer: Patricia Demnisky
Project Type: Produced, Commercial Work
Client: Chatham Imports
Location: New York, USA
Packaging Contents: Ale, Alcohol Beverage
Packaging Materials: Glass, Paper

The craft beer market is extremely crowded and hotly contested by independent breweries as well as multinational corporations. Pioneering the craft ale category beginning with its introduction in 1982 , New Amsterdam offers exceptional ales brewed in New York using the costly, traditional Peter Austin method. To tell the story of this pioneering premium craft New York ale, and stand out in a highly competitive category, Chatham Imports looked to Patricia Demnisky Creative to reinvigorate the New Amsterdam brand, with a new brand identity and updated packaging.

The solution
Leveraging the brand’s New York heritage and legacy, the new brand identity has an iconic and premium look and feel. Designed to visually tell the brand story, The New Amsterdam Lady Liberty proudly displaying her “Torch of Hopps” pays tribute to the brand’s heritage and meticulous attention to quality ingredients and brewing methods. The imagery applied extensively across the packaging design including bottle labels for both the Amber Ale and IPA, 12-packs, shippers and tap handles.