Has a dangerous design precedent been set for craft beer?
Regulations
CLIENT:
LOST & FOUND
Last Friday the weekend arrived early as I found myself at Brew Ldn just after midday. The goal was to *cough* network, the outcome was intoxication. I was like a kid in a candy store, umm... alcohol and kids, maybe not an appropriate reference. Anyway, the craft beer scene is exciting both visually and on the taste buds.
Lost & Found was the first brand that caught my eye. Their ethos is to make challenging beers with a commitment to creativity and precision. Visually across their range, they utilise a contrasting mixture of bright organic shapes and digital elements. The R34. Brut IPA. Zero Gravity depicts what I can only assume is the uniquely coloured topography of an undiscovered planet. In contrast to this the R26. C-The Man Go IPA is like you are teleporting to another dimension. A condensed sans serif typeface is the common element that brings them all together as a cohesive family. Overall, it feels playfully grown-up.
Brew York is on the other end of the spectrum, with large 2d vector illustrations that wrap their cans. United by Design Studio, the mastery behind these illustrations, levelled up and brought Galaga 1981 fixed shooter arcade game back to life. Galaga Brew York's American Pale Ale depicts a starship destroying the Galaga forces while avoiding enemies and projectiles. The design evokes feelings of nostalgia and memories of a carefree childhood. Some might say this is a child-like approach to beer packaging, but where is the line, because appealing to children is a big no-no.
Lost and Grounded Brewers a Bristol-based brewery has been well and truly grounded this week by the UK drinks industry’s regulatory body The Portman Group. They say that the cartoon-style animals on Lost & Grounded’s Running with Sceptres India pale lager has “particular appeal” to children. Annie Clements, the co-founder of Lost & Grounded said: “The branding is no different from the multitude of other brands on the market that utilise an artistic style." So this begs the question, has a dangerous and worrying precedent just been set? Will this ruling hinder the creative freedom of the craft beer scene?
