Mother’s reveals new labels ahead of store deliveries

Mother’s Brewing Co. yesterday unveiled new labels for its year-round beers during a reveal party at its downtown headquarters.

The labels, illustrated by Springfield artist Kendra Miller and conceptualized with help by Revel Advertising, feature a uniform style and solid colors, as well as the prominent Mother’s heart logo. The design team worked on the new labels since last summer.

Mother’s Sales and Marketing Director Laura Head said the reveal event sold out, with 160 people spending $40 a ticket for a five-course dinner paired with beer and entertainment under a tent in the company’s backyard. Catering was provided by Jennifer Smith’s company, The Traveling Chef LLC.

The new labels are designed to provide cohesive branding for the company’s products and differentiate them from other craft beers. The labels on Mother’s year-round beers Towhead, Lil’ Helper and Three Blind Mice include illustrations with a consistent neighborhood theme, as well as geometric shapes containing product information that give the products a comic book feel.

“We didn’t plan in advance for that. It moved closer and closer to that look and feel,” Head said, declining to disclose the cost of the labeling process. “One of our goals with the new designs was to tell a story and be informative.

“We thought that was a little more eye-catching and would grab people’s attention.”

The old labels were largely individualistic and featured the words “Mother’s Brewing Company” as the binding theme.

Mother’s yesterday also revealed its newest beer dubbed Blush, a pomegranate hibiscus Belgian wheat ale.

Head said the new labels would start hitting store shelves during the second week of May. Packages with the old designs will be sold off the shelves, a transition she anticipated would take a couple of weeks. All of the Mother’s beers will eventually carry the new labeling style.

“We are no longer packaging anything in that original design,” she said.