Highland Brewing reveals fresh look on labels, logos

ASHEVILLE - It's out with the old and in with the new for Highland Brewing Co., founded nearly a quarter century ago as Asheville's first brewery since Prohibition.

Known for its sought-after Cold Mountain and flagship brews like Gaelic Ale and St. Therese's Pale Ale, Highland is dropping the iconic Scotsman and rather dated tartan on its labeling.

In its place comes a soup-to-nuts overhaul, with a streamlined logo and fresh packaging, point of sale and marketing materials. Even the tasting room is getting a makeover.

The idea is to bring Highland's aesthetic in step with its beer, which is neither Scottish nor dated.

"We went into this with the goal of creating a brand identity that was iconic and spoke more to who we truly are at this point," said Highland's staff marketing manager, Molly McQuillan.

New logos evoke the Blue Ridge Mountains and nod to the brewery's status as Asheville's first brewery with a stylized compass and North Star.

Founded in 1994 by retired engineer Oscar Wong, Highland is now the largest independent family-owned brewery founded in the Southeast.

Since 2015, the company has been led by Wong’s daughter, Leah Wong Ashburn.

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Ashburn was last week named a semifinalist in the James Beard Awards' “Outstanding Wine, Spirits, or Beer Professional" category. The award is given to beer, wine or spirits professionals who have made a significant impact in the industry.

Ashburn's impact on her brewery has meant cultivating an updated brand identity.

"We've got to continue to tell our story, and tell it really well," she said.

There's risk in telling the same story too many times, she added. And crafting a new story for a beloved brewery can't happen in a boardroom.

For months, the brewery surveyed thousands of people with various levels of interest in Highland, from employees to people who had never even heard of the place.

The brewery's marketing staff conducted a national Nielsen study, getting the brand in front of people unfamiliar with Highland's history. They also surveyed 30,000-some Facebook followers and 5,000 email newsletter subscribers.

Of the respondents, 49 percent said either or all of the logos, font and packaging were dated, while 24 percent said something else needed updating, like bottle caps.

"Truthfully I thought maybe 20 percent were going to say that something was dated or that needed to be changed, because typically people are change averse," said McQuillan. "So for this kind of number to come through, it was like, wow. We might be a little behind on making this kind of change."

Highland employees were also asked to name the top words that came to mind when they thought about the brewery, its history and direction. "That was critical to me to ask everyone who works here, the people who know us best," Ashburn said.

"We had over 100 responses, (and) not one said Scottish," said McQuillan.

Answers instead focused on what the staff felt were Highland's core concepts: authenticity, pride in Asheville, quality beer and leadership.

Those ideals were reflected in the new packaging.

“We are authentic when our actions align with our words,” Ashburn said of the redesign in a release. “And when our brand aligns with our beers. We are so much more than dad envisioned in 1994 and, with this work, we state who we are today. This refreshed brand shares a clear message — it honors the path we created and says we’re still innovating and leading.”

Highland Brewing Co., at 12 Old Charlotte Hwy, Suite 200, will be closed Feb. 19-22, reopening Feb. 23 with a new taproom look.