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In 2020, in correlation with new ownership and the “new era” of Ballast Point, CUENTO redesigned the look of all of its packaging, including cans, bottles, and cartons. Before the redesign, BP’s packaging was tan with accent colors for each beer. The brand has a resident artist and beautiful art associated with each brand, but it was not properly showcased on its main product.

Our
Objective

The redesign initiative was not only about a change in aesthetics, but also about a thoughtful reevaluation of the brand’s core values and the stories it aimed to convey. CUENTO sought to elevate the artistry and craftsmanship that had always been intrinsic to Ballast Point’s offerings, ensuring that it resonated more powerfully with consumers.

Brought new brand to life

CUENTO redesigned the look of all of its packaging, including cans, bottles, and cartons to match the new era

23 cartons designed

The bold redesign marked a pivotal moment in Ballast Point's history and needed to be showcased in packaging

28 different cans designed

The award-winning packaging and can designs solidified Ballast Point's position as a pioneer in the craft beer industry

Our
Solution

The redesign initiative was not only about a change in aesthetics, but also about a thoughtful reevaluation of the brand’s core values and the stories it aimed to convey. CUENTO sought to elevate the artistry and craftsmanship that had always been intrinsic to Ballast Point’s offerings, ensuring that it resonated more powerfully with consumers.

“Facing the need to stand out on crowded shelves, we tasked CUENTO with reimagining our packaging to compete with vibrant new rivals. We challenged them to break from the conventional and pave a new path for our brand. While the outstanding results are evident in the designs, the seamless collaboration with CUENTO behind the scenes was equally remarkable.”

Brendan Watters, CEO

Our
Results

This bold redesign marked a pivotal moment in Ballast Point’s history, reflecting the company’s commitment to its heritage while embracing a dynamic future. It not only revitalized the visual representation of the brand, but also strengthened the connection between Ballast Point and its core audience, creating a renewed sense of excitement and anticipation around each and every product. The result was an award-winning packaging transformation that not only looked stunning on the shelves, but also resonated deeply with consumers, helped the BP products stand out amongst a sea of competitors, and solidified Ballast Point’s position as a pioneer in the craft beer industry.