A&W Rebrand - 100 Year Aniversary
Last year, A&W Root Beer celebrated its 100 year anniversary. The challenge here was taking such a recognizable, popular, ubiquitous brand and creating something that would be temporary but last in the memory of A&W's historic legacy. The next question is if this new brand can translate effectively across several unique objects beyond a soda can.
Variations
These are but a few of the explorations underwent in the process of pulling from the long A&W history. Allen & Wright, the ones who started it all were used in some iterations to bring us back to the roots of great root beer.
Rooty, The Great Root Bear!
One of the faces of this brand over the years has been Rooty the Great Root Bear. His cheery face hasn't graced the brand as of late, so the decision to bring him back good-as-new in this project was made; although a bit more realistic, and done in a woodcut style to add some grit.
The Final Product
Often a vast departure from iconic colors can be a risk, but sometimes, it can often become just as popular. Being limited addition also means flexibility in design.
Ultimately, it was about bringing the brand back to it's origins: small-town America. Lodi, California's main arch entering town is an icon in itself, so its inclusion in the logo was a necessary call-back.
