Salt Lake City, UT


Packaging & Art Direction


Packaging, Design,
Production, Design,
Production Management

Uinta Brewing

Hop Nosh IPA Rebrand

With the introduction of a Hazy IPA to Hop Nosh family, Uinta approached Long Weekend to aid in the reimagining of the line.

Starting with the classic Hop Nosh IPA, we rethought what this family of beers could look like, taking a step away from Uinta’s existing brand architecture.

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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