Jack's Abby Craft Lagers

Hoponius Union Brand Refresh

Hoponius Union is the flagship hoppy lager that put Jack’s Abby on the map. Hoponius continues to be a staple in the portfolio, specifically in their home market of Massachusetts. With the refreshed look, Hoponius Union stakes a more aggressive claim in a growing industry of hoppy beers: Hoponius Union cuts through the haze with a hop-forward, crisp, clean lager.

The rebrand also launches a series of hoppy lagers that rotate through the market, getting the consumer excited about the next hoppy project from Jack’s Abby.

The Goals: ​Modernize the Hoponius Union branding, creating a more aggressive, hop-driven look. Create branding that the rest of the “Hoppy Lager” offerings can branch off from, while still maintaining a unique brand identity.