Photo: Chaiel Schaffel/WBZ NewsRadio
BOSTON (WBZ NewsRadio) — A Massachusetts beer company has undergone a major makeover.
Castle Island Brewing Co. changed its name to simply "Castle Island" this week, simultaneously debuting a brand new logo that eschews a historic cannon for a sky blue bubble letter wordmark.
"Beer should be fun. We wanted something that captures a little bit of a more laid-back, island-like vibe," Castle Island CEO and founder Adam Romanow told WBZ NewsRadio about the new logo. "It’s fun, it’s stress free, it’s not quite as rigid as our blocky letters used to be."
Photo: Chaiel Schaffel/WBZ NewsRadio
Castle Island's old cannon logo was based on the near 400-year military history of the actual Castle Island. The South Boston peninsula is the site of Fort Independence, whose origins date back to 1634.
The problem, Romanow noted, was that people outside of Boston didn't understand the meaning.
"We found that the people who didn’t know about Castle Island really started to pop up once we got outside of the I-95 belt," Romanow said. "Down the South Shore, western Mass., certainly up in New Hampshire and down in the Ocean State, it didn’t really resonate. People had maybe heard about it, but they had never been there, they didn’t know anything about it."
While Castle Island has said goodbye to the cannon, Romanow clarified the rebrand is not about being anti-military, but rather pro-fun.
"We’re certainly not anti-military, that has never been part of our ethos, but it’s not a focus for us either, and there has always been some confusion about that," Romanow said.
Castle Island was founded in 2015. It currently runs two taprooms, its original location in Norwood and a second location in South Boston.
WBZ’s Chaiel Schaffel (@CSchaffelWBZ) reports.
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