Updated on 5/21/16: We've recently received TTB approval for new labels for Dark Truth Stout, Tell-Tale Tart, The Sixth Glass and 80-Acre Hoppy Wheat Beer. Please scroll down to see the artwork.

As we enter our 26th year of brewing great beers, we find ourselves with the opportunity to introduce our beers and our Kansas City identity to a far greater audience than Boulevard Founder John McDonald ever imagined. Since 1989, nearly every label and tap handle has been designed and drawn by hand by Boulevard’s Design Director, Payton Kelly. In fact, when Payton designed the first labels, he was paid in beer. To say that we’ve come a long way since the early days would be quite the understatement.

As the brewery has grown and evolved, we’ve recognized the importance of experimentation and play when it comes to our approach to beers and we’ve done our best to reflect that in the labels we’ve designed, not only to present a consistent image that ties our family of beers together, but also to remain current and relevant in the ever changing beer landscape. In picking up a project we’ve been exploring off and on since our last packaging refresh nearly 16 years ago, members of our marketing team led by Director of Marketing, Jeremy Ragonese, have sought the guidance and assistance of the award-winning Helms Workshop. Beginning with an extensive tour of our brewing and packaging facility and a guided tasting of our beers, Christian Helms and his crew spent time becoming completely immersed in all things Boulevard and our culture to help us fully understand who we are, where we’ve been, and where we’re going. At the conclusion of several months of work, the concepts created by Helms were brought back into the brewery where our marketing team took ownership of evolving the framework to become a collection of designs and elements that we feel do an amazing job of capturing and communicating the essence and feel of Boulevard Brewing Company.

Over the next several months, we’ll share the new labels and designs we’ve created, but we wanted to take this opportunity to give you a first look at some of our early designs including an update to the iconic Boulevard diamond logo.

In addition to an update of our logo, you’ll also begin seeing refined versions of the labels for the Boulevard beers you’ve come to know and love. As we share these new images, it’s amazingly important to remind you that absolutely nothing has changed about the recipes and brewing processes behind your favorite beers.

Please stay tuned as we continue to share more artwork that we feel ushers in a very exciting time for Boulevard Brewing Company.

- Jeremy Danner, Ambassador Brewer