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June 17, 2022

A Portland brewery and its designer win international award for rebrand campaign

Courtesy / Craft Beer Marketing Awards Battery Steele Brewing won an award for its rebrand campaign.

Battery Steele Brewing crushed it.

The brewery and its designer, Hugh McCormick Design Co., both of which are based in Portland, won an industry award for its rebranding campaign.

The “Platinum Crushie” award was presented in the 2022 Craft Beer Marketing Awards competition, which claims to be the only global awards competition to recognize craft beer artwork, culture, retail marketing and design efforts. Founded in 2019, the awards had a judging panel of over 500 industry professionals from over 24 countries. The panel evaluated entries in more than 40 categories. 
Battery Steele Brewery was founded by Jacob Condon and Shane Noble, who together have 25 years experience in the brewing industry. The brewery was founded in an old barn in South Portland, but now is located on Industrial Way in Portland.

"Like all great brands, Battery Steele's was created by many talented and unique influences: brewers, photographer, designers, social media gurus, etc. Where Battery Steele excelled these proud and bold creative elements, they lacked in an overall harmony of their creative voice," McCormick said. "My objective was to seek an overall cohesive brand tone and layout through creating a set visual identity system, made up of color pallet and graphics, an intricate typography system and set brand usage instructions. This makes the brand easier to follow and find among other brands in the beer industry, not to mention people can reliably know what to expect from the brewery."

The Platinum Crushie award is the third CBMA award McCormick has won for Maine Breweries, previously winning for Batson River and Austin Street Brewery. McCormick is responsible for the creation of other familiar Maine brewery logos and branding such as Austin Street Brewery, Bissell Brothers Three Rivers, Batson River Brewing & Distilling and Kit NA Brewing. 

“After having to do virtual awards ceremonies for 2020 and 2021 because of the pandemic, it was really exciting for the CBMAs to take the stage to present the awards in the most popular categories,” said CBMAs co-founder Jackie DiBella-Curry. “It was a wonderful experience to meet so many of our winners in person at the ceremony, everyone was so excited.”
For its third year, the CBMAs accepted entries from around the globe from five regions. A total of 250 awards were presented to winning brewers, designers, and marketing agencies from throughout the world. This year there are 89 Platinum Crushie winners, 135 Gold Crushie winners and 26 Global Crushie winners.
With categories that range from the “Best Can Design” to “Taproom” and “Best Website Design” to “Best Original Videos,” there’s an opportunity to showcase the best work in every area of marketing in the brewing industry. 

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