Charlottesville’s Champion Brewing Company has axed its logo featuring the centered harp-like image to a bold font as its logo.
Of the rebrand, Champion owner Hunter Smith said, “We’re about to roll into our second decade at Champion, and It made sense that the brand identity should offer a modern take that is more consistent with the personality of our beer. We started off with a logo that established Champion on the craft beer stage. We’ve grown into a recognizable brand, nationally; we’re delighted with the new look and can’t wait to share it with our fans.”
Launched in February, Daydream Paralysis, a double IPA launching in February, is the first Champion beer canned with the new design elements.
The new look ushers in an era of firsts for the brand as Champion releases a series of unfiltered IPAs beginning this month, and will launch a line of hard seltzers later in 2021.