Atwater Brewery introduces new branding, artwork across 26 brews

Atwater Brewery

Detroit, MI–Vivid new labels by Detroit artist Tony Roko (whose recent accomplishments include commissions for Lady Gaga, Jay Leno and Ford Motor Company) depict colorful characters; one for each brew in Atwater Brewery’s lineup.

Three new Atwater Beers to launch in January are the first to carry the new brand identity.

Driven Solutions, a communications and branding agency, worked with Atwater and Roko on the theme and its correlating packaging.

“Each beer has its own unique personality and profile, so we proposed the idea of creating a character for each beer in the portfolio,” said Brian Cusac, Driven’s principal and chief creative officer.

“What started as a single painting for one label for just 40 cases of beer five months ago,  has turned into designing 26 labels for the Detroit brewery. It’s the greatest gig ever,” Roko said.

Along with new label artwork, Atwater has also introduced a new slogan: “Atwater Brewery. Born in Detroit. Raised Everywhere.”

“Our new brand theme lets consumers know that Atwater brews can be enjoyed anywhere because they’re just damn good beers,” says Atwater brewery owner Mark Rieth. “We always say you can take the beer out of Detroit any time you want, but you can’t take our Detroit pride out of the beer.”

More about Atwater’s New Beers:

Going Steady IPA – Grapefruit Session Ale: Abv 4.60%

This citrusy session’s got enough cascade hop and grapefruit flavor to go around. Full bodied flavor balances malt and hop characters and a clean finish which offers high drinkability.

Corktown RYE IPA – American IPA: Abv 6.20%

An IPA heavy on rye malt with a caramel backbone, Corktown is a spicy, sweet, bitter and aromatic rye IPA. .

Tunnel Ram Imperial Bock — Abv 7.80%

Crisp with a slight injection of sweetness.  This one starts with a subtle alcohol overtone and hits the finish line with clean, bright lager flavor.

Atwater beers are available at craft brew retailers and at Atwater’s two locations in the Detroit area: Atwater in the Park in Grosse Pointe Park and Atwater Biergarten and Tap House in Detroit.  

The brewery is set to open their second Atwater Biergarten and Tap House in Grand Rapids early 2016.

To learn more about Tony Roko and his art, please visit

For more information on Driven visit

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