Case Study: Boston Beer Company achieves a bold, personality-packed Samuel Adams Wicked launch with Moxie Sozo

Boston Beer Company expands Samuel Adams Wicked to 5 new SKUs with Moxie Sozo

The Boston Beer Company approached Moxie Sozo with a challenge for their new Samuel Adams Wicked hazy IPA line. The existing Sam Adams identity needed a new look to compete in the trendy hazy IPA category and to develop packaging that captured the bold, "wicked" personality of the beer itself.

Moxie Sozo developed a comprehensive visual identity and packaging design system full of personality for the Wicked line. The results were highly successful, leading to a national launch, an expansion to five new SKUs, and the beer being named the Official Beer of the Boston Red Sox in 2022.

Boston Beer Company