Designing a Light Heavyweight
With beer popularity reaching an all-time high, our client needed to create a brand that would help bring their portfolio into a spotlight otherwise reserved for the craft beer heavyweights. A simple yet challenging assignment: design a light premium lager from scratch that projects credibility and authenticity.
Because of the prominent role of the brandmark, we commenced the program with an intensive exploration of typography and calligraphy, seeking the right balance of category appropriateness and mass-market appeal. The final design fits into the competitive set, yet looks distinctive and new to the category. The red, silver, and blue color scheme communicates refreshment, affordability, and quality–the package measures up and fits within the national brand competitive set.