PHILADELPHIA, Pa. – Today Allen & Gerritsen (A&G) announced that agency designers worked with Tröegs Independent Brewing to help create the brewery’s new look and feel across its entire portfolio of beers.

The project started with bottle and packaging artwork for Tröegs Hop Knife, Cultivator, and Blizzard of Hops. That work was so well received, the Trogner brothers decided to explore the approach across all labels. The new designs are reminiscent of the artwork that Tröegs fans know and love, but better reflect the brewery’s independence and personality. Tröegs devotees need not worry though: all beer recipes will stay the same.

“The opportunity to reimagine such an iconic brand is a huge honor – and one that happened to be really fun,” said Art Director Lindsey Tweed, who worked closely with owners/brewmasters Chris and John Trogner to create the beer art and packaging. “Collaborating with John and Chris was an awesome experience, and I can’t wait to see our work come to life.”

The new designs provide more contemporary branding across the entire portfolio of beers, including reimagining the brewery’s iconic Troegenator figure. All the work includes signature elements like the new die-cut Tröegs logo on the bottle and “Handcrafted by the Tröegs Brothers” on the neck.

“The art shows our love of the process and – most importantly – our love of beer,” said John Trogner, brewmaster and co-owner of Tröegs Independent Brewing. “The simple logos and hand-drawn fonts capture how we brew, and the artwork conveys what’s inside the bottle.”

This isn’t the first time that Tröegs and Allen & Gerritsen have worked together. A&G (then Neiman Group) designed the brewery’s previous iteration of its branding 10 years ago. Both companies have since grown and evolved – the once-Harrisburg-based agency has expanded to Boston and Philly and employs 200, and the brewery has relocated to a new Hershey location.

“I’m so proud of this project. Chris and John are inspiring brand stewards. The work is so impressive. Plus, it’s rare in this industry to have a client-agency relationship that lasts this long,” said Tim Reeves, principal of Allen & Gerritsen. “We’re honored that Tröegs once again turned to us when it was time to refresh its brand, and we’re looking forward to continuing to do great work together.”


About Allen & Gerritsen

Allen & Gerritsen (A&G) is a fiercely independent agency in the cities where independence was born, Boston & Philadelphia. Innovation & culture drive its success. A&G runs its own innovation think/make tank (A&G Labs), creates original entertainment through its production studio (A&G Entertainment), embeds brands into the cultural conversation through its Brand Newsroom and creates Brand Experiences that marry a brand’s physical and digital worlds to enhance consumer engagement. Ad Age twice has named A&G the Best Place to Work in U.S. Marketing & Media. To learn more, check out or follow the agency on LinkedIn, Facebook, Twitter and Instagram.

About Tröegs Independent Brewing

Founded by brothers Chris and John Trogner, Tröegs Independent Brewing is a family-owned craft brewery that began selling beer in 1997. Located in Hershey, Pennsylvania, Tröegs Independent Brewing distributes beers across ten states throughout the Northeast and Mid-Atlantic regions. Visit to see what’s brewing.