Reintroducing the brands

7 December 2018



This piece draws comments from executives in the branding and marketing of beverage producers, talking about the latest and newest in design and marketing via packaging in 2018.


Becks

Becks in the UK has used eyecatching new designs to showcase six artists’ work from across the country, while also helping retailers, pub and bar-owners to appeal to new, creative audiences. This was tied into the campaign Be Kreativ, and guests at a special live demo were even given a screen-printed version of their favourite label design to take home.

Tatiana Stadukhina, marketing director for UK and Ireland of AB InBev UK, commented, “Beck’s has a rich history of independent thinking and a strong affinity with the creative scene. From being the first German brewery to use green bottles in 1874, to the introduction of our popular art labels more than 25 years ago, we’re always looking for new and exciting ways to support the creative community. 2018’s designs celebrate the variety of styles and artistic skills in the creative world, with each designer putting their own unique spin on the label. Our collection of eye-catching designs and Beck’s legacy as a beer that celebrates creativity will help our customers tap into the trend for bespoke, limited edition packaging – as well as the demand for brands that not only cater to the needs of consumers, but also align with their personality and values.”

AliveBiome

UK-based start-up AliveBiome has launched a new probiotic drink designed to deliver live bacteria, vitamins and botanicals.

“At AliveBiome, our total focus is helping everyone to have a healthier and happier life,” explains co-founder Brian Crowther. “Every day we read about the increasing number of cancer cases, the prevalence of mental-health issues, and the multitude of other conditions and diseases running rampant, but we can help ourselves to significantly reduce our risk of falling prey to any of these.

“There is now, more than ever before, truly compelling evidence to show that if we just look after our gut health by taking the right combination of probiotics and vitamins, we can make a real difference to our overall well-being. It’s this passion for preventative health, and for empowering each and every person, that drives the team here week in, week out.”

The beverages are packaged in 375ml bottles specifically designed for the ‘grab and go’ market, and include an innovative cap that stores the blend of probiotics, vitamins and botanicals in an airtight container, which is critical to ensuring the probiotics are still alive at the point of consumption.

When the user is ready to release the ingredients into the water, the cap has a simple twist mechanism that breaks the seal. Before drinking, the consumer is advised to shake the bottle for 20 seconds to ensure that the probiotics are thoroughly mixed with the water.

Cut Rum

Cut Rum is a range of quality, authentic spirits that use only natural ingredients. The focus of the brand is the rum itself, rather than an elaborate story centred on pirates or a quirky brand myth.

This attitude informed the bold and punchy pack art, with its grounded custom bottle design, through to the brand’s tone of voice: nothing fluffy, nothing unnecessary, no smoke and mirrors. This attitude even informed the substrates and finishes that the design agency chose: raw and natural stock paper contrasted by solid metallic bands that can grab peopless attention at a bar and in store, while signifying the editing of the unnecessary jargon you often see on similar packaging.

Paul Ferguson and James McDermott, co-founders of Cut Rum, wrote, “All rum brands are about the sea: pirates, rebellion, sea creatures, treasure – Caribbean cliches. We wanted to create something that stands out, and was edgier and bolder than the competition and their daft stories.”

Teatulia

Bangladeshi tea brand Teatulia expands with a strong sense of origin and tradition, as well as visual design codes that stand out from the brand’s competitors.

With leaves sourced from a single garden in Tetulia, Bangladesh, the company’s garden-to-cup teas are hand-picked and never blended with leaves from other sources. As a social enterprise designed to create jobs in a remote region of Bangladesh, Teatulia has transformed 3,000 acres of barren land into an organic tea garden, rejuvenating the land for future generations.

In the UK, most tea brands are blends that bring together leaves from multiple gardens. Without a strong sense of origin, visual design codes often lean towards more generic references such as floral patterns. Combined with traditional perceptions of tea as a patriotic drink signifying temperance and domesticity, these generic visuals are usually supported by a gentle, more passive brand language.

Teatulia co-founder Ahsan Akbar says, “In Bangladesh, tea is seen as a social event, an occasion for laughter and debate. These brilliant and stylish new designs draw ingeniously on Bangladeshi culture to create teas that will stand out wherever they are seen, whether on the shelf, at home or in our flagship store.”

Yakima

The explosive popularity of craft beer is fuelling the dominance of US-style hops, which are known for big, bold flavours. The 100% grower-owned Yakima Chief Hops, based in Yakima, Washingon, is the largest international provider of these hops.

With a goal of global leadership and ecommerce, the company aimed to establish a completely new brand strategy.

Kate Ruffing, chief marketing officer and director of communications of Yakima Chief Hops, who led the brand transformation efforts, said, “We have entered a new age in the hop industry, where beer-drinking consumers really care about the ingredients that make their favourite beverages. The brewers are looking to help tell the story about hops, and why they choose to support family farms, by purchasing the highest-quality hops for their brews. We want to share that story with brewers and beer drinkers around the world.”

A new logo for Yakima Chief Hops represents the past, present and future of the organisation, as well as the science of hop growing, with a new tagline of, ‘American Hops from the Pacific Northwest’. The interlocking rings of the logo are connected with a stylised hop cone, mirroring the company’s core mission of connecting family farms with the world’s finest breweries by supplying the highest-quality hop products, as well as the connection of two grower-owned companies.

“We needed help differentiating our brand in an increasingly crowded market space, and this strategy and process gracefully and effectively led the organisation to a compelling and exciting space,” added Ruffing.

Everclear

Grain alcohol brand Everclear is unveiling its sophisticated new packaging that illustrates the product’s versatility for consumers and mixologists. The new look will flow into markets nationwide in late 2018, replacing previous packaging.

“We are excited to introduce Everclear’s new look nationwide,” said Katie Schuette, brand manager at parent company Luxco. “Through this packaging, our goal is to encompass the simple, high-quality and versatile nature of the product. The brand’s new look is clean and modern, while still maintaining the logo, and is more in tune with the way consumers and mixologists use the product in the current craftcocktail culture.”

McEwan’s Ale

A packaging redesign for Scottish brand McEwan’s Ale modernises the line for today’s beer drinkers while maintaining the heritage of the product for its ‘heartland’ consumers.

McEwan’s, Scotland’s number one ale brand, was relaunched in May 2018 by Marston’s, owner of the brand since 2017, with an exciting look by brand design agency Butcher & Gundersen. Dating back to 1856, McEwan’s has a long relationship with Scottish drinkers, but over the years became static and dated in its presentation, while the rest of the category continued to evolve and develop at pace.

Gaynor Green, marketing manager at McEwan’s at Marston’s, said, “The brand identity is fresher, and we have opened it up for a new audience to experience, while the adjacent McNificent campaign has a great spirit and a bit of attitude to keep our consumers engaged.”

The brand’s bottled variants, McEwan’s Champion, McEwan’s Headspace Whisky Edition and McEwan’s Export were included in the redesign, with the cavalier now living on the neck label to streamline the primary label design.

Kitu

The first RTD ‘energy coffee’, aimed at what the company calls ‘ath-lifers’ and people aged 18–40, has been rebranded with packaging designs that draw on sporting iconography such as athletes’ jerseys and medals.

Super Coffee was originally created in Jordan DiCicco’s room at Philadelphia University in 2015, under the name Sunniva (meaning ‘gift from the sun’). The student athlete wanted a healthier alternative to bottled coffee, and energy drinks loaded with sugar and artificial ingredients.

As DiCicco and his brother geared up for a national launch, they developed a strategy for the business based on their passion and authentic beliefs. They identified their target consumer and created messaging to translate their beliefs internally and externally. The core message ‘Change Your Energy, Change Your World’ came out of this strategy.

The DiCicco brothers decided to rename the brand Kitu, referencing the phrase ‘key to life’ and a nod to the keto diet.

“Our goal with Kitu is to be America’s healthy energy alternative to all of the sugary options that exist today,” said Jim DeCicco, CEO of Kitu Life. “While our original packaging did a good job of articulating the functional benefits of the product, it didn’t tell the story of what the brand stands for. This refresh was able to take three years of brand building and communicate it succinctly in an attractive visual design with a messaging hierarchy that captures our culture in a concise platform. This helps us bring our positive energy to everything we do as we build our brand, our team, our business partners and our consumers.”

Dow’s

Historic port brand Dow’s is relaunching its range of aged tawnies in a bid to attract a younger audience, with elegant, refined packaging design by Denomination.

Dow’s, owned by the Symington family, holds one of the largest and most valuable stocks of Port ageing in seasoned oak, including barrels that date back to the 19th century.

To present the wine, Dow’s wanted a contemporary, luxurious look befitting of a Wine Spectator award-winning brand. The new packaging needed to communicate its place in the premium on-trade market and also feel relevant to consumers. Dow’s also wanted to broaden its appeal to a younger audience and extend the occasion for Port beyond Christmas and formal occasions.

In order to capitalise on the award-winning pedigree of Dow’s vintage ports, the designer created a clear connection between the vintage and aged tawny variants by using the elegant, and more contemporary, Dow’s Vintage black glass. The front label now highlights the provenance of the grapes and features the name of the range’s maker, master blender Charles Symington.

The provenance of the drink appears on the stopper, the centre of the bottle and on the label, highlighting its Portuguese origins. The Douro Valley, where the grapes are grown and the Port is made, features on the front label. Embossing and debossing on the labelling add to the luxury feel of the product, and the handwritten signature of founder James R Dow below the label further communicates heritage and craftsmanship.

Paul Symington, the outgoing chairman of Symington Family Estates, added, “We have a beautiful new presentation that transmits the supreme quality of these rare, hand-crafted ports. This is a design that is innovative and contemporary, and builds on port’s fantastic heritage and traditional visual cues. My family and I are delighted with how Dow’s classic image and heritage have been brought together in this original visual approach. We wanted a design that would be a standout, make port appeal to a wider audience all year round, and give us a clear and defined presence in the market by amplifying our distinctive assets, while retaining the prestige and classic cues of the brand. This new look will encourage consumers to see the product differently and will also help to redefine the category.”

Yakima
Dow’s
Becks
Cut Rum
McEwan’s Ale
Everclear
Kitu
Teatulia
AliveBiome


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