Yuengling Product Line Refresh

As “America’s Oldest Brewery”, Yuengling came to us looking for a traditionally styled tap handle that would fit with their upcoming brand refresh aesthetic, and increase the beer’s presence at the tap.

Re-branding the traditional.

In 2018, Yuengling rolled out a graphic and packaging update, for which they challenged us to design a modern tap handle to promote their new aesthetic. In addition to increasing brand visibility, they wanted to update their product while retaining the tradition and heritage of America’s Oldest Brewery.

Brand Heritage

Since 1829, Yuengling has been producing high quality beers and amassing followers in the Midwest and East coast. This heritage needed to carry over into their new tap handle, with a modern edge that will keep them competing with new and upcoming breweries for centuries to come.

Concept Sketches and Refinement

Final Product

The majestic Eagle finial was hand sculpted in Z-Brush, and tooled to be cast in zinc, then plated. The turned wood handle core is finished with a rich coat of deep red paint, with spot color graphics applied before a glossy clear coat.