CRAFTED TO PERFECTION
In recent years we have seen an explosion of craft beer brands coming into the retail environment, and what they brought with them changed the game. The craft movement broke down the established category codes and ushered in a new attitude, where a beer label can be anything, as long as it is arresting. This opened up the creative flood gates, which Sainsbury’s needed to embrace, or risk being washed away.
Our approach to the new designs for Sainsbury’s beers, was to take an aspect of the product, or its history, and use that as the basis for the design. This stops the designs from being flippant, which is a trap some beers have fallen into. We want each label to tell a story, and evoke a feeling, always igniting a curiosity within the consumer.
EVERY BEER HAS A FASCINATING HERITAGE, WHETHER BREWED IN A TINY SHED IN SOMEONE'S GARDEN, OR A STATE-OF-THE-ART FACTORY PRODUCING MILLIONS OF PINTS PER DAY. THE COMBINATION OF THAT HERITAGE AND THE TASTE IS WHAT MAKES A BEER UNIQUE. THAT UNIQUENESS SHOULD ALWAYS SHINE THROUGH ON THE LABEL FOR THE CONSUMER TO SEE.
Creative Director/Owner, BrandMe
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