Reintroducing Austin to its original craft brewery
project overview
Celis Brewery returned to Austin with a legacy worth celebrating — and a new audience to win over. We helped reintroduce the brand through a unified approach across identity, packaging, campaign, and media, blending its heritage with a more modern, approachable presence.
Challenge
Winning over a new audience in a crowded craft beer scene
Celis Brewery already had deep roots in Texas beer history. Founded by Belgian brewmaster Pierre Celis, the brand helped introduce Belgian-style witbier to Austin and earned a loyal following long before craft beer became crowded. But when Christine Celis re-launched the brewery, the challenge was clear: longtime fans were thrilled to see it return, while a younger generation of Austinites had little idea who Celis was. In a market full of new local craft brands, this was more than a relaunch. It was a reintroduction.
solution
We gave the brand a fresh start without losing its legacy
The Celis brand needed to feel current enough to compete with modern craft beer labels while still honoring the heritage that made it important in the first place. So rather than treating Celis like a startup, we built a rebrand that balanced both sides of the story: contemporary enough to attract a new audience while still firmly rooted in the craftsmanship and credibility of one of the category’s true originators.
We evolved the visual identity and packaging to feel cleaner, sharper, and more relevant on the shelf without losing the essence of the original brand. From there, we helped retell the Celis story for a new generation, positioning Pierre Celis not as a nostalgic footnote, but as the father of witbier in America and a foundational figure in Austin craft beer. The result was a brand comeback built on both product appeal and brewing heritage.
results
A comeback that quickly reclaimed attention
The relaunch struck a chord immediately. On opening day, the brewery drew a crowd with a line stretching more than a quarter-mile long. Legacy fans showed up in force, new customers were curious, and retail buyers were eager for the first batches to hit stores. The momentum exceeded expectations, driving sales strong enough to accelerate brewery expansion sooner than planned. More importantly, the new Celis successfully reclaimed its position as Austin’s original craft brewery, introducing its legacy to a whole new generation.
