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New Belgium Brewing

The Purist: We Kept It Clean & Simple

for New Belgium Brewing

When the New Belgium Brewery noticed even their crew members were drinking less of their craft beer, they knew they needed to do something. So they enlisted Vermilion to help them develop a new beer concept that went beyond functional “better-for-you” benefits like lower alcohol, calories, carbs and gluten, and went straight to sourcing.

Made with USDA organic, traceable ingredients for a clean, refreshing taste, we coined the name, The Purist. We kept the design of the slim can clean and simple using vintage-inspired badge elements and clear claims for a premium yet accessible feel for the brand.

The Purist clean lager is meant to be cracked open on let’s-celebrate days and nothing-special days — this beer pairs perfectly with every day.

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