South Carolina’s oldest brewery, Palmetto Brewing Co., has introduced a completely new look. After celebrating 25 continuous years in business last fall, the company has updated their iconic branding with a new logo that integrates the text-based script and the Palmetto tree icon into a unified badge. In addition to the new logo, the brewery has given its packaging design a significant makeover. Each beer label captures Charleston scenery in a unique, interpretive line art. Utilizing advancements in printing technology, the new designs showcase a free-flowing, multi-colored, shimmering aquatic motif. As part of the rebranding, the brewery has also released two beers, Nice & Brite Gose — Palmetto’s first sour beer to be packaged — and Idle Speed Salted Lime Lager — conceived to beat the South Carolina heat — and launched a new website.


Refreshing an Iconic Brand


As the brewery is named for a pre-Prohibition beer company, the Palmetto aesthetic has naturally remained rooted in local history. When the modern day Palmetto opened its Huger Street business in 1993, the script logo was designed as an homage to the letterhead of its namesake from the late 19th century – evoking imagery of wrought iron gates and antique filigree.  By retaining the familiar tree element, the brewery preserves a visual connection to its heritage. Meanwhile the script component represents a forward-thinking graphic evolution. With clean sweeping lines reminiscent of Charleston’s famous Ravenel Bridge, the new logo honors the Lowcountry industrial feel of the original, while looking ahead to a modern era of South Carolina craft beer. Fresh-look Palmetto cans will soon arrive in 4-state distribution; the cans are available in the Charleston tasting room.


New Additions to the Palmetto Beer Lineup


The two new beers that are slated to become Palmetto mainstays are:


  • Nice & Brite Gose (5.0 percent ABV) is a refreshingly tart German-style wheat ale brewed with lemon and elderflower. Palmetto’s first sour beer to be packaged, Nice & Brite will be available year-round on draft and in 6-pack cans.


  • Idle Speed Salted Lime Lager (4.8 percent ABV) is another crisp, easy-drinking session beer conceived to combat the South Carolina heat. Look for Idle Speed from March through September, draft and 6-pack cans.


Also available at the tasting room, Huger Street IPA, Lowcountry Lager, and Mango IPA have made their first appearances in new packaging. Raspberry Rewind, a raspberry wheat ale, continues as Palmetto’s current “843 Series” seasonal release. And a rotating selection of draft-only beers from the brewery’s Small Batch Program are always on tap.