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Reading Premium Beer
Brand Identity, Visual Design, Package Design & Website, UX/UI Design
Reading Premium Beer, a 139-year-old classic American lager, has been deeply rooted in Reading, PA, since 1886. Originally brewed by the Old Reading Brewery, it stood at one time as the 5th largest brewery in the nation and dominated the regional market for decades before closing in 1976 due to rising competition from national brands.
Revived by Legacy Brewing in 2005, the beer struck a nostalgic chord with locals, selling over 1,000 barrels in 2008 without any formal advertising. In 2009, Ruckus Brewing acquired the brand, expanding its reach throughout the Tri-state area until 2013.
To celebrate its 125th anniversary, we embarked on a project to recreate historic labels spanning nearly a century, honoring the brand’s legacy through extensive research and meticulous design.
Client:
Reading Premium Beer
Year:
2008-2022
Role:
Creative Director
Package Designer
Visual Designer
Brand Identity
Website, UX/UI Designer
Agency:
Ruckus
My Role
I led all visual, branding, and packaging design efforts for Reading Premium Beer, a macro-style American lager with deep historical roots from 2008 - 2022. My work included brand revitalization, packaging design, and digital recreation of the old labels for the beer's commemorative anniversary. Additionally, I oversaw the website's UX/UI design and visual direction, contributing to the brand's online presence and industry recognition.
In 2019, Slyfox Brewing Company approached Ruckus Brewing with interest in reviving Reading Premium Beer under their craft beer portfolio. Ruckus agreed to a licensing agreement, and from 2019 to 2022, I served as a consultant and advisor to Slyfox’s Creative Director, ensuring that the integrity of the brand remained intact.
The Challenge
Reading Premium Beer, founded in 1886, was a staple in Greater Reading and the northeast regional markets until its decline in 1976 due to competition from major breweries like Budweiser, Coors, and Miller. Despite a revival attempt by Legacy Brewing in 2005, sales remained modest, though the brand evoked nostalgia among local residents.
When Ruckus Brewing acquired the beer in 2009, we sought to celebrate its upcoming 125th anniversary with a unique marketing strategy—releasing a limited run of 11 retro labels, each representing a decade of the original brewery’s history.
However, there was a major hurdle: we had no original artwork, paper labels, or templates to recreate the designs. Without access to the original materials, we faced the daunting challenge of accurately restoring these historical labels for the commemorative anniversary release.
The Solution
Determined to bring the idea to life, I conducted extensive research, visiting the Reading Historical Society, the Reading Public Library, and various antique shops throughout the area. Through these efforts, I uncovered invaluable memorabilia, newspaper clippings, and artifacts that shed light on the brand's heritage.
During my research, I connected with a dedicated Reading Beer collector whose family had amassed a vast collection of authentic Reading Beer artifacts dating back to the brand’s inception in 1886. His basement was a fully transformed museum showcasing old metal signs, tap handles, toy trucks, Gus dolls & statues (Reading Beer’s character mascot throughout the early 1900s), vintage cans, bottles, posters, and more.
Spending an entire day photographing bottles and cans, I obtained clear reference materials for each decade’s label. I then embarked on the painstaking process of digitally recreating the 11 commemorative labels from scratch, using vector artwork to match the original designs as closely as possible. Each label required 40-60 hours to complete, with the entire process taking several weeks.
Successful Limited-Edition Release: In 2011, we successfully launched the limited-edition collector’s run featuring the recreated historical labels. The response was overwhelmingly positive, with fans calling our office requesting copies of the labels to frame. This project not only reinforced the deep connection between Reading Premium Beer and its loyal customers but also cemented the brand’s legacy.
Award-Winning Website Design: That same year, Reading Premium’s website, which I led in terms of UX/UI design and visual direction, won the Award of Excellence for Best Website Design.
Continued Brand Management: Although production issues led to the beer being shelved after 2013, I continued to manage and oversee all creative direction for the brand until 2019.
The Results & Accomplishments
Recreating & Vectorizing Historic Labels for a Commemorative Anniversary Release.
Reconstructing the historical labels required meticulous research and attention to detail. With no original artwork available, I relied on photographs of old bottles, newspaper clippings, and other memorabilia. Using Adobe Illustrator, I spent between 40-60 hours on each label, carefully retracing and refining every detail to ensure authenticity.
The final set of 10 labels honored the rich history of Reading Premium Beer, and the collector’s edition was met with enthusiasm from both long-time fans and new consumers. This project stands as one of my proudest achievements, not only for its design challenge but for the opportunity to preserve and celebrate a piece of brewing history.
