Iron City Beer
Rebranding an Icon
A brand that needs no introduction, Iron City Beer has been Pittsburgh’s beer for over 150 years. Two bankruptcies and a tumultuous series of ownership changes later, a brand defined by innovative thinking was at risk of becoming a parody of itself.
With a redeeming new owner at the start of 2018, Top Hat was selected to resurrect the Iron icon.
Respecting the heritage.
The “red eye” of Iron City is about the only thing that’s stayed (relatively) constant since 1861. The mind-boggling number of can iterations has built character but hurt brand recognition. We looked to the past to treat the new seal with the care necessary to deserve a place on Pittsburgh’s beer for the next 150 years.
Building the hype.
Iron City is a brand steeped in local history and more can iterations than we can even begin to unravel. The key to building towards something new was simple, iconic shots of Iron memories to remind Pittsburgh why they love it, and to clue them in to the buildup towards something new.
Pittsburgh was introduced to a new wordmark on a series of billboards that simply couldn’t be missed.