LANCASTER — After four years in business, Double Edge Brewing Company co-owner Zac Williams said it’s time for a rebranding of the company logo.
The name of the business, however, is not changing.
“We felt that our current logo and imagery that we had associated with the brewery didn’t do a really good job of communicating who we were as a brand and also our goals within the community,” Williams said. “We felt it was time for a change.”
Williams owns the business at 158 W. Chestnut St. with Mark Jinkens. The pair worked with Remo Remo Design, another local company, on the rebranding.
“When we first opened the brewery we were so focused on getting the taproom ready and getting beer made that the marketing and branding side of things sort of got overlooked,” Williams said. “So we rushed those decisions at the time.”
He said this was time was to change the branding as the COVID-19 pandemic appears to wind down.
“I’m excited for everybody to see the new branding,” Williams said. “We’re going to have new signage, new apparel. The taproom’s going through a kind of a redesign too.”
He said the new logo salutes the local area, including the city’s history in glassmaking.
“We pulled some of the fonts, colors, and a lot of the little things we took are inspired by the community,” Williams said. “And we tried to wrap those into a logo the best we could.”
He said the former logo had more of an older, 1920s look to it.
“We went for more of a cleaner (logo) and something I think is going to be easier to recognize,” Williams said of the new logo. “We have some colors that I think fit our brand and our space pretty well. Those are the main differences.”
The logo change comes with Double Edge’s fourth anniversary.
“Four years making beer in Lancaster,” Williams said. “It’s kind of crazy to think about. It’s all because of the community and everybody down here. The response we got from the community the moment we opened is overwhelming. Everybody has been so supportive of us and everything we’ve done down here. It’s been great. I could ask for a better experience than it’s been so far.”
For the future, Williams said he and Jinkens may add a small canning line to increase packaged beer options.
“We’re going to get into 2022 a little bit more before we maybe take another look at that,” he said. “But as of now, we’re just going to focus on making the best beer that we can and serving at the tap room here on Chestnut Street.”
Double Edge Brewing Company is open from 4 to 10 p.m. Tuesday, Wednesday and Thursday. It’s open from 3 to 11 p.m. Fridays, from noon to 11 p.m. Saturdays and from 1 to 7 p.m. Sundays. The business is closed on Mondays.