Indeed Brewing Refreshes Brand Identity with Duffy & Partners

When Indeed decided to refresh its brand identity, working with Minneapolis-based Duffy & Partners was a natural choice. Co-founder and Director of Marketing Rachel Anderson explains, “Our brewery is growing steadily, and it’s important for our brand to keep pace and continue to evolve. Duffy has a top-notch reputation and an impressive portfolio of work. We felt we could fully trust them to help us grow the brand we’ve worked to build at Indeed.”

“Though I come from a long line of Irish saloon keepers, who were obviously all brought up on Guinness, I have a new favorite—Indeed,” says Duffy & Partners Founder and Creative Director Joe Duffy. “It’s been a joy to work with them to bring a crafted quality to their brand that best represents the crafted quality of their brewing, indeed!”

By partnering with Duffy, Indeed seeks to strengthen their existing brand. Bringing the packaging for each beer style in its diverse product line-up under one umbrella will make it easier for fans of the brewery to identify Indeed beer whether it’s on a shelf, cooler, menu, or tap tower.

As new cans roll out, consumers can expect a streamlined design, more legible beer names, and simplified flavor notes on cans. The can artwork will continue to feature the distinctly quirky work of local artist Chuck U. The character or creature tied to each individual beer will featured more prominently on the forthcoming cans, inspiring the tagline "We Are Thirsty Creatures Indeed."

The rollout of new packaging will happen gradually as the company works through existing inventory of packaging materials. The first can with the refreshed look and feel to hit shelves will be Dandy Lager, expected at the beginning of July.