Hop Nosh Rebrand

Uinta Hop Nosh Rebrand

Date: 2019

Location: Salt Lake City, UT

Type: Packaging & Art Direction

Services: Packaging Design, Production Design, Production Management

Uinta approached Coel studio when their flagship IPA was in need of a refresh. Hop Nosh has always been Uinta’s best selling IPA, while always suffering a bit of an identity crisis. Originally coined Hop Notch and later switched to Hop Nosh, the farm scene illustration has seen quite a few iterations over the years.

Laws in Utah adjusted from grocery stores only being able to carry 4% (ABV) beers, all the way up to 5%. This minor but significant switch enabled Uinta to create a session-able, but more true-to-style Hazy IPA. With the upcoming addition Hazy Nosh, a 5% hazy IPA, Coel was brought in to imagine a complete overhaul of what the Nosh family of IPA’s would look like.

With this in mind, we were given the prompt of setting the Nosh family apart from the rest of Uinta’s very illustrative lineup of packaging and creating the Nosh “badge” on the new cans and bottles.

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.