What’s new at Shades Brewing, well, ALOT!  Not only do we have a new name, but now we’ve got a new look.   We’ve been in business a few years now.  On the way we’ve learned a thing or two.

We’ve decided to informally change our name to Shades Brewing from Shades of Pale Brewing Company.  Why?  That’s our nick name.   Many of you refer to us as Shades and it feels comfortable.  From a practical point of view, our logo often shows up in small places.   Having a long name means squeezing many letters on to a small canvas making it hard to read.  By shortening our name, we make our graphics team happy.     

We also have a new look.  This is the first iteration of a cohesive brand look.  When we first got started we were having so much fun with the beers, that each one took on a life of it’s own.    4-Play Porter was named after our friend’s airplane “Ruby”.  Our friend Marilyn is an aerobatic pilot and flies for Ruby Red Racing.  Marilyn came out of the hanger one day to discover her friends had tagged her plane with the following “4-Play”.  Marilyn married our founders,  Trent and Alexandra, and they have always admired her determination and courage.  On the label you saw Ruby, Marilyn on a backdrop of adventure. 

Ready to Fly Amber goes back to our Park City Roots.  The beer was brewed for the premiere of the award winning documentary, “Ready to Fly Film”.   At the time, the US Women’s Ski Jumping team was phenomenal.  They would out jump the men in world championships.  The men would then go on to compete at the Olympics but the women could not because Women’s Ski Jumping was not an Olympic sport.  The film is the story of the women’s fight for inclusion.  After the premiere, the brewery kept getting requests for the beer, so we added it to our growing line up.  On the first label was a ski jumper.  We later discovered people thought the beer was a seasonal because it had a winter theme so we changed the label.  

One great thing we learned on our journey is that people loved all our brews.  If they tried one, they wanted a second one and to try a new one.  This is the reason we decided to change our branding to a more cohesive brand family look.   We hope this makes it easier for you to find us.

Regardless of what the packaging looks like, our primary focus has always been what’s inside.   From our humble beginnings in a 500 sq foot glorified garage to our current 16,000 sq foot facility, it’s always been all about the beer.  We’ve made equipment upgrades and we’re so thrilled to now have laboratory and a brilliant scientist on staff to help us continue advancing the craft.  Expect many great things to come.