Stone Brewing unpacks new designs

 Stone Brewing has largely stuck with their signature bold and devilish lithographed branding since their inception in 1996, but lately is taking diversions in their packaging. From the launch of the Stone IPA Guest Art Series to upside-down labels in the ‘leave no stone unturned’ campaign, you may notice some strange new changes.

The Stone IPA Guest Art Series taps into the talents of their fans for new interpretations of the iconic Stone gargoyle. Limited Edition Stone IPA Guest Art Series cans have been inserted at random throughout six-pack, 12-pack and 24-packs. Currently 6 separate designs can be discovered at random in California, and more to come later this year with national distribution.

The Stone Gargoyle has been an artistic collaboration since Day One. Alongside the original artist, Co-Founders Greg Koch and Steve Wagner were heavily involved in creating the character we see today. In the same spirit, each of the artists who contributed to the Stone IPA Guest Art Series collaborated directly with Koch to ensure the Gargoyle maintained its essence while becoming completely their own.
“This has been an incredibly invigorating project,” said Koch. “The enthusiasm from the artists has really been infectious, and has given me the privilege of experiencing a wide range of interpretations of our protective hero. What’s more, the sheer enthusiasm from folks can be understood in the stories they tell about what our brewery and beer mean to them, and we’re stoked to be able to share those stories on each of the cans.”

Recently Stone fans have noticed mistaken packaging of upside-down labels. But Stone says the inverted labels are not a mistake, but a conscious decision to reinforce their ‘Leave No Stone Unturned‘ campaign message.

The nationwide ‘mistake’ was designed to shine light on all the mistakes made to-date. Stone believes the collective years of trial and error back up their mission to consider every detail from ingredient sourcing and brewing, to distribution and service. Stone doesn’t shy away from their accomplishments, but admits their failures as well.

Stone’s first upside-down labels began rolling out nationwide in mid-June with no explanation, intentionally catching fans off guard. Today, Stone announces that the labels will remain upturned for the foreseeable future, urging people to look at Stone from a whole new perspective. 

Samurai Artist
Samurai Artist

Founder of The New School and most frequent contributor Ezra Johnson-Greenough has worked in the craft beer industry for almost 10 years, doing everything from illustrating beer labels to bartending at renowned beer bars and breweries like Belmont Station, Apex, Laurelwood and Upright Brewing. He has also had a hand in creating events like the Portland Fruit Beer Festival, Portland Beer Week, and the Brewing up Cocktails series. He is available for freelance consultation in marketing, events, graphic design and branding. Contact: