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Carolina Brewing Company


Carolina Brewing Company—the area’s oldest brewery—was about to celebrate their 20th anniversary and was in desperate need of a brand refresh to compete with the overload of new companies in the market. They approached Raleigh ad agencies but discovered the price tag was too high for a small brewery’s budget, so on the recommendation of one of the agency’s partners they took a chance on KLP Designs for this project of massive scale.


Playing against the beer competition’s complex and overwrought package designs, we pared down the new branding to stand out on the shelves. Packaging was designed with shelf space in mind for visual intrigue—the lion faces become complete when two packages sit side by side. In a grocery store shelf, this turns the row into a branded mural sweeping from side to side. Taproom, marketing and merchandise were created with the same bold simplicity in mind.

When we decided to do a complete rebrand as part of our 20th Anniversary we spoke with a number of Marketing/Design firms. We soon realized the big firms were not for us. One of the firms recommended Karen of KLP Designs as someone who could handle our entire rebrand. Little did we know how happy we would be to get that recommendation! Karen’s extensive experience in all phases of Brand Development, Logo and Package design, Marketing Tools, Website Design, and Social Media made for a very easy and successful project. Karen created a new cohesive brand identity that the brewery had been lacking from the beginning. Add to it that working with Karen was truly a pleasure. The rebrand has been met with so much positive feedback within the industry and with consumers. The fact that the design was recently chosen as one of the best designs in the country across all industries further solidifies what a great decision it was to work with KLP Designs.

Mark Heath

Co-Owner, Director of Marketing, Carolina Brewing Company