Xhilarate delivers a packaging rebrand for a family-run beer brewery, Three 3's, using AI to reflect the brand's futuristic goal s

After buying the company in 2017, Mike Geller acquired a name and logo that needed to reflect their vision for the brand. Named after the brewery's original street address, 333 N. Washington Street, the brand gets its name, Three 3’s. They tasked, Xhilarate, a Philadelphia-based brand and design agency, to assist with the rebranding and positioning in the beer IPA category.

Replacing an illustration of three fingers, the Three 3's name is located beneath the new primary logo, which consists of three numbers encircled by an interlocking wave image. The logo is placed next to the Three 3's name on the cans, creating a banner that is prominently shown on all packaging and other collateral. Shades of blue, red, and yellow that make up the logo are taken from nature to complement the design system providing versatility.

The design agency draws on the unique elements of wit, playfulness, and a family-crafted personality. The beers are sold on tap and in cans in shops and eateries all around New Jersey and Pennsylvania, in addition to the tasting room, which serves staple and seasonal selections. The Gellers have produced 217 distinct beers since taking over the brewery in 2017. Xhilarate is an early adopter of employing AI in design, constantly searching for methods to push the boundaries of creativity to produce better ideas. Using Midjourney to create the visual illustration, AI brought the designer's artistic ideas to life.

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For more information on Xhilarate’s design, visit their website or follow them on Facebook .

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