After completing a full set of bottle label designs for the Classic Castle Eden range, Castle Eden Brewery asked us, a drinks branding agency, to create a few ideas for a selection of modern, experimental beers they were going to produce. As we had taken an illustrative, historical approach to the Classic range, the brewery wanted to see a complete contrast with these new modern beers and asked us to produce something fresh, stylish and contemporary that would grab the attention of the modern drinker. We were given the opportunity to create something completely new and different, but we knew we had to put our thinking caps on if the new range were to stand out on the shelf.
Many breweries have the misguided goal of wanting everybody to drink their beer, but Castle Eden Brewery realise that their audience can’t be everyone. While they have the Classic Range to appeal to the traditional beer drinker, these labels had to appeal to the more discerning drinker. Someone who is maybe just a little bored with the mass market lagers they have been used to and is now getting into the craft beer scene.
The result was a unique set of labels that appeal to a targeted audience and have created a niche in an otherwise crowded marketplace. Simplicity of design and message have ensured they will stand out and the modern progressive design can be easily transferred to future beers, standing the test of time for many brews to come.