TITLE: Palm Brewery Belgium
DESIGN GROUP: Marketing Design
The De Hoorn Brewery has been established for well over 400 years, but only in the last 25 years has expansion really increased. Now as Palm Breweries they have quite a portfolio of beers. In 1980, the addition of the Belgian draught horse logo appeared which gave the brand a sense of individualism and a unique position, furthermore, it symbolises Palm’s brabant origins.
Due to their rapid growth, the brand identity required uniformity and credibility. The task was to move away from traditional beer cues and language, such as the oval label, and 'dusty' colour ways.
After a number of concepts were developed the diamond shape was felt to endorse the progressive nature of Palm. The illustration of the famous draught horse was considered static and awkward in posture, therefore a more playful pose was adopted. Colours were freshened thus giving the labels a sense of movement and vitality that reflects the nature of their beers, while the personality of each brew still retains a nod to their past through the use of colour and in the case of RoyAle a stylised signature.
Overall, the combination of colour, an ownable shape, a strong brand presence and varyianting maintains a credible and authentic brand in an ever increasingly competitive market.
As a footnote, the original design can be viewed on the last slide.
PROJECT TITLE: Tyskie Beer
DESIGN; Enterprise IG
Tyskie is one of the best selling beer brands in Poland, with around 18% of the Polish market. Tyskie distributes its beer worldwide, and in 2012 was the most served and bought beer in Europe. Due to this incredible upturn in consumation, the task was to make the brand proud, confident, trustworthy and credible, not only to its existing consumers base but also to entice a new consumer.
The previous design was a classic oval label with a clutter of awards, historical graphic references and messaging. It lacked a visual pace, ownability and shelf standout. Taking each element of the brands assets', re evaluating it's purpose and importance helped to initiate a strong brand story. The label profile was also considered, which is yet another vehicle to further establish the unique nature of Tyskie beer. The result was a number of design executions that highlighted this proud, confident and above all established brand. Market research was conducted to gauge core Tyskie consumers reaction to the 3 designs.
CONCEPT PACKAGING AND BRANDING
The inspiration for the Redtop Brewery initially came from the visual impact and language of 'our' daily papers. The concept is that it is a recognisable visual trigger that brings intrigue and interest.
The varianting, endorsement messages and mandatories reflect the graphic language of the daily paper - bold, strong and proud.
The brand mark had to reflect the 'newsprint letterpress' heritage / influence and therefore rather than a flat colour, texture is added to create a sense of dimension and tone which is based on the traditional 'inking up' of the press prior to the print run.
The result is a strong bold simple graphic message...
CONCEPT PACKAGING AND BRANDING
When undertaking a brand launch a number of factors need to be taken into consideration. The start point for Bourne Brewery was to develop a simple brand mark. To create a sense of ownability, locked into the counter of the bowl - a simple illustration. This device can easily act as a strong symbol that can be used on a number of off pack executions. The clear concise nature of the brand mark allows the 'simple illustration' to become an opportunity to bring character and feeling to the brand story.
Colour can also play a key role in this aspect as it has been used to differentiate the beers. The slides show not only the packaging but also a snap shot of the brand guidelines therefore demonstrating how the brand can stretch over various mediums and platforms.
TITLE: Rodenbach Belgium
DESIGN GROUP: Marketing Design
Rodenbach is a not only a brewery but also a brewing family from Roselare in Belgium. The brewery is now owned by Palm Brewery and is known for its 'production of barrel-aged sour beers in the Flemish red style.' Due to this new ownership Rodenbach required a considered and confident presence.
Without discarding all it's heritage and established brewery credentials a design was developed that empathised it's unique style, taste and production values.
Rodenbach's unique barrel-aged process had to be reaffrimed in a clear and concise manner, after all, this is what makes Rodenbach so unique! The signature was retained but not only redrawn but also angled to give clarity and prominence. Use of colour and texture, retaining the illustration of the barrels was also key to Rodenbach. Furthermore, the Grand Cru signature was also updated. The result - a credible brand that does not loose sight of its history.
CONCEPT PACKAGING AND BRANDING
Simplicity and a distinct 'crafted' mark epitomises the Eclipse Brewery identity.
The visual pun comes through the main brand mark while the 'secondary messaging' surrounds the brand without detracting from the main concept. On the beer label the beer variety carries the theme of the concept further.
Once the concept was established, the core concept can be translated through to other mediums and platforms, noteably the promotional material - almost an 'ambient confidence' of less is more...
The last slide demonstrates a few alternative thoughts...
Harbour Brewing Company set out a task to design a beer label for a limited edition brew which was a collaboration between Harbour, Arbor, Beaverton, The Hanging Bat and Moor Breweries as a competition some months ago.
I set out by using their recognised 'H' icon on which to base my design, while the name 'Five Times Madder Tom' was to be included as the brew name.
The result, demonstrates a varying degree of impact, visual wit and information.
Toon Ale is a small start up brewery based in Newcastle Upon Tyne. Their beers are not only flavoursome but complex in character.
Although, presently two brews are produced the identity required a visual language that reflected the elaborate, historical and depth of nature that makes their beers unique while the copy highlights to the consumer the love, care and attention to detail of each brew.
Bristol Beer Factory, set out a completion via Twitter to design a t shirt. The brief was extremely open.
The examples demonstrate different levels of 'messaging' and branding, using not only their brand mark but also iconography from both their identity as well as the city of Bristol.
