Peace Tree, a trailblazer in Iowa's craft beer scene as the state's first 100% woman-owned brewery, unveiled a new logo and packaging in 2021. The new look launched on store shelves and in the Knoxville and Des Moines taprooms, marking a significant milestone in the company.

Peace Tree is known for its Root Beer and two gold award-winning beers, Blonde Fatale (2014) and Get a Little Hazy (2021) from the Great American Beer Festival®. The Des Moines Register's Beer Brackets tournament recently named Blonde Fatale Iowa's favorite beer for 2023.

Megan McKay said. "We have always been known for an artistic look and feel. This brand redesign embraces that in a fresh new way. Since starting the business in 2009, we've maintained our drive to evolve, grow, and deliver something different to our loyal craft beer and root beer fans. This is the next step in that process."

Peace Tree was also known for its bottled beers and recognized the shift in the craft beer industry toward a future in cans. Peace Tree installed a state-of-the-art canning line capable of packaging up to 45 cans per minute, double the capacity their bottling line offered. This gave the brewery the ability to brew and package all of its year-round, seasonal, and limited releases into cans and kegs in-house.

When tasked with the redesign, the "liquid wood grain" on the cans and packaging carries a pouring effect and pays homage to the history of the Big Sycamore tree, which now resides in a lake. The expanded vibrant color palette was inspired by the seasons and holidays when people gather to share a brew with friends and family.

The redesign retained the Peace Tree leaves icon and now uses the illustrated tree with peace symbol leaves as an additional icon to use across print and digital, along with a new handwritten font scale across the entire brand. The core roots remain, but an evolution allowing Peace Tree to focus on the Art of Premium Craft.

Work done as lead designer at Meld Marketing.