Salt Lake City, UT


Packaging & Art Direction


Packaging, Design,
Production, Design,
Production Management

Uinta Brewing

Hop Nosh IPA Rebrand

Long Weekend (formerly Coel Studio) is devoted to helping service based brands build deep, long lasting and meaningful relationships with their customers. We tackle problems that are cross-industry and cross-disciple, creating brand cohesion unobtainable through traditional processes.

We’re a small team with a large breadth of experience and expertise. We’ve tackled everything from a huge beer garden for a major amusement park, to a brand package for a one-woman Japanese custard shop. Whether it’s branding, packaging, or creating the perfect space, we’re here to help share your brand’s unique story.

The Design Process

Moving away from the traditional illustration style that Uinta uses for the rest of the label designs, we sketched multiple variations of what the new “Nosh” could look like. While the thick-lined landscape illustrations where removed, we maintained the strong vintage vibe Uinta’s packaging is known for through use of bold stacked typography to create an iconic badge effect.

Unique Challenges

With such a proud and loyal following surrounding Uinta’s flagship IPA, making such a strong departure from the current illustration style was not met without hesitation. Moving to a strictly typographic can design, and really leaning into Nosh as a brand name enabled the family to become instantly recognizable and callable.


Hazy Nosh and the rest of the Nosh family has been immensely popular since its release. If you haven’t tried any of these beers yet, we can’t recommend them enough.

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