The Boston Beer Company helped to launch the craft beer category in 1985 with the introduction of Sam Adams Boston Lager. Today, they are the 2nd largest craft brewer in the United States with more than 60 styles of Sam Adams beer and a brand portfolio that includes category leaders like Angry Orchard Hard Cider, Truly Hard Seltzer, Twisted Tea Hard Iced Tea, and more.


Put Sam Adams on the Hazy map.

Sam Adams Wicked offers a bold, Bostonian take on the hazy IPA craze. There was just one problem: the Sam Adams identity needed a hot new look to fit in with the hot new trend. The Boston Beer Company approached us with a simple request: give the Sam Adams Wicked line the personality it deserves—one reflective of the “wicked” nature of the liquid inside.


The new Sam Adams Wicked stays true to the Sam Adams brand while bringing fresh personality to the category. The packaging introduces a broader, more playful color palette reflective of the craft IPA shelves on which it competes, and the typography lends an “unapologetically Boston” cheekiness to balance the legacy of the brand. Perhaps most importantly, the design system lays the foundation for further Wicked brand extensions.


Photography by New West Photography.