Sister Mary's Refreshed Identity Brings New Life to New York's Oldest Brewery, Genesee

Genesee is a hometown hero in Rochester, New York. However, beyond the region it had begun to read as a value beer with little meaning. To keep the brand alive, it needed its soul back. We rebuilt the brand from the strategic foundations up, refreshing the packaging, identity, and brand world to reignite local pride while carefully protecting the core consumer base and stretching the brand to reach a new generation of drinkers across the US. The brand faced a delicate balance: elevating Genesee’