Partake is giving its packaging a reboot to have a more lively look.

According to the non-alcoholic craft brewer, the new brand identity and packaging concept, courtesy of Bay Area agency Designsake, is a commitment to visually showcasing a brand personality that is sharp, but also lighthearted and passionate.

“Packaging is one of the ways in which brands create perceptions in consumers’ minds,” says Sara Ross, the Calgary-based brand’s director of marketing. “All brand touchpoints need to be carefully considered.

Ross tells strategy the tall thin serif font choice conveys a new energy, while it also cues authenticity and familiarity, referencing the nostalgia of the conventional beer category.

Instead of a colour band at the neck and base of the can and primarily white and black colour blocking (see, old design below), Partake is opting for those same colour bands as solid colours across the can. Each variety has its own custom description, as well as  highlights a range of calories from 10 to 25 encircled prominently on the can.

It’s a cohesive look that can stand out on both primary and secondary packaging, in an increasingly busy competitive set, Ross explains.

Now that there are many more non-alcoholic beer options available, Ross says that Partake’s differentiator is its low calories – currently the lowest on the market – married with “exceptional taste” associated with craft brewing.

Old design

Ross says Partake’s competitors come from both the craft space and conventional beer brewers that also offer non-alcoholic lines, big international players like Heineken and Corona, which have recently boosted their investments in nonalcoholic beer.

“The landscape of non-alcoholic has changed rapidly since Partake entered six years ago,” Ross says, adding that there is now more category acceptance because the Partake brand and others have helped reframe these kinds of beverages in people’s minds through more variety, choice and taste appeal.

New packaging is rolling out on shelves at independent and chain grocery stores across Canada and the U.S.

“We are seeing acceptance and growth across the board…in grocery and liquor channels as well,” Ross says. “[Convenience stores are] an area that Partake is testing out and is a development opportunity as consumer acceptance continues to grow.”

Last spring, Partake raised $16.5 Million USD in a Series B round of funding to support growth as it scales internationally.