Just another craft beer vying to be different in a sea of different
The Brand Spot
The beer market is overrun with independent breweries all vying to be different in a sea of different. Many are heavily illustrated, some are simplistic and others typographic. Adding another one to the mix is a real challenge.
Second Wave Brew a South London brewery was started by a couple of homebrewers turned pro. Keeping it in the South they teamed up with Kind Studio from Brixton to produce a brand that complements their modern, bold and exciting beers. The labels are full of layered vibrant shapes and patterns, all neatly tucked inside a white border. Choosing a bottle off the shelf feels like browsing art prints at the Tate Modern. Each beer variety is represented by a different collection of graphic elements. A nod to the brewing process, layering ingredients together to create unique flavours. They certainly make me want to take a swig.
The challenge with labels that differentiate through vibrant pattern or illustration is getting a consistent application of the brand or logo. Second Wave has tackled this challenge through the use of a black spot, that sits across the white border and partially off the label like a stamp or seal. The use of the simplistic spot cleverly draws the drinker's eye to the brand, and allows more freedom to play with the artsy stuff inside the border. All in all, Second Wave have achieved a superior balance between experimentation and recognition.
What other breweries have employed this consistent brand application tactic?
New Zealand-based brewery Garage Project has an 'anything goes' approach to beer packaging. They have ditched the idea of maintaining a consistent illustration style between products, and this in itself is their calling card. But to make sure we keep reaching for Garage Project brews, they apply their logo, stamped firmly on the front of their cans or bottles.