The beermasters at Sly Fox have an idea on how to differentiate themselves and get customers to “take a second look” as the craft beer industry becomes even more competitive and saturated.

Sly Fox Brewing Co. will roll out new branding for its entire lineup of core brands and seasonal beers, including an update to its logo, which now incorporates a fox tail into the brewery’s name, writes Kenneth Hilario in The Philadelphia Business Journal.

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The Pottstown beermaker has been brewing since Pete Giannopoulos founded the company in 1995. Sly Fox installed its canning line in 2006, becoming the first craft brewery to adapt cans in the mid-Atlantic region, according to the brewery.

Then, in 2013, it became the first North American brewer to utilize the 360 can end, where the can’s entire lid is removable. It was developed by Philadelphia-based Crown Holdings Inc.

Then, in 2013, it became the first North American brewer to utilize the 360 can end, where the can’s entire lid is removable. It was developed by Philadelphia-based Crown Holdings Inc.

“Sly Fox has grown much since we started canning 12 years ago,” brewmaster Brian O’Reilly told the Philadelphia Business Journal. Sly Fox did not provide year-over-year revenue growth.

“We wanted to refresh our look to represent where our beer is today but also wanted to stay true to our past,” O’Reilly said. “In some ways our brand refresh is similar to a new hair style; we hope that people will stop and take a second look. We certainly want them to notice, but we are still the same brand.”

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