New York State’s oldest brewery targets new generation of drinkers

Approaching 150 years in business, Genesee is deeply rooted in the city of Rochester, New York. Sister Mary, a New York City–based agency, was tasked with honouring this proud legacy while also targeting youngsters and those living outside the US state.

Having been in business since 1878, Genesee’s long and colourful history includes a phase during Prohibition where it switched to bread production to keep its workers employed. With over 500 Rochester locals still employed by the brewery to this day, Genesee was keen to retain its core values when undergoing its extensive rebrand.

However, the brewery also recognised the need to modernise in order to elevate its presence and perception. Jaime Polisoto, Genesee brand director, explains, “We challenged Sister Mary to go beyond our regional roots and refresh our look with a goal of reintroducing the brand in a way that leverages brand equity and resonates with an even broader audience.”

Focussing on the ‘Red Eye’ – a distinctive red oval shape nicknamed by locals – independent creative studio Sister Mary also used the company’s industrial typography, brewery heritage and longtime mascot, ‘Jenny,’ for inspiration. This led to a new brand platform, “Behind the Seen,” which celebrates everyone who’s supported the company over many generations.

Emily Cristoforis, head of strategy at Sister Mary, says, “At first glance, Genesee looked like another regional brewery. But the deeper we got into its history and community ties, the more we uncovered a brand with real character and meaning.”

This is reflected in the updated design, with a refined ‘Red Eye’ icon, redrawn logotype and reintroduced ‘G Stalk’ icon, which had been slightly forgotten over time. The packaging, meanwhile, incorporates actual notes from its master brewers’ process and an illustration of the brewery itself. Adding a grittier feel to the brand, the design aims to unite Genesee’s portfolio with confidence and consistency.

Leigh Chandler, founder and creative director at Sister Mary, adds, “At a distance, [the final design] has a sense of bold restraint – one of our core creative principles – avoiding anything superfluous or inauthentic. But up close, the detail reveals the stories, process, and provenance behind the beer.”