Summer 2021 Hop Art Exclusive

Evil Genius Brand Refresh

With new cans, consumers can take Evil Genius with them wherever they go.

“Evil Genius has changed so much over the last 10 years, and we felt it was time to get more creative,” co-owner Luke Bowen tells us. “We also have core and seasonal brands which have developed their own identities, and we wanted to give them the opportunity to stand out and give them a different voice.”

The move to cans, a change many breweries have made in recent years, makes sense for multiple reasons; cans are portable, recyclable, easier to store and less likely to break. “While we love drinking beer in bottles, we wanted to offer the brand in a greener and more portable package so that people can enjoy Evil Genius at home or take it with them wherever they go,” Bowen says.

Having their beers in cans will also open up some new doors for Evil Genius, allowing consumers easier access to their beers. Bowen continues, “As people spend more time outside, we will now be able to go with them to more places than ever before. You’ll start seeing Evil Genius beers being offered at more golf clubs, beach bars and pool sides!” The brewery’s core lineup – Stacy’s Mom, #Adulting and Purple Monkey Dishwasher – will be rounded out by the addition of There’s No Crying In Baseball, a hazy mango IPA that was previously only released seasonally.

Evil Genius turned to an old friend when it came to their standout new packaging and logo redesign. “Our partner, Geoff Donegan, designed our logo over 10 years ago. He’s a lifelong friend of my business partner, Trevor, so we’ve all worked together a very long time. In thinking about refreshing our packaging, there were lots of options on the table on how to go about it. But because he did such a great job the first time, we went back to Donegan who now works with a team of brand developers at Tank Design. The talented team at Tank helped us create what we believe is a great thing for the Evil Genius brand.”

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Draught Lines is a seasonal magazine dedicated to the craft beer experience.