This conceptual redesign of a now defunct Knickerbocker beer is fresh and regal. Designed by students María Vidal and Pablo Castillo, this beer design includes a playful take on collage.
“Knickerbocker beer used to be the official beer of the New York Giants, and it was made by the Ruppert Brewery. The Knickerbocker brand was purchased by another brewery, yet discontinued during the late 1970s.”
“This new identity expresses itself in a collage form to represent the two most powerful elements of the brand. The first element includes the American bald eagle which symbolizes patriotism and the land of free. While the second element are the ‘Knickerbockers’ that the eagle is dressed in. These baggy-kneed trousers were popular in the 20th century and have origins that are traced from the immigrant Dutch settlers who came to the new world in the 1600s, and now stand as one of the strongest symbols of New York City.”
