ABOUT

Hoxton Square Pale Ale is a craft beer by Hoxton Square Craft Beer Co. It is served by the long established Zigfrid Von Underbelly pub in Hoxton Square in the heart of Shoreditch, London.

One of the main requirements of this brand was that it had to appeal to Londoners as well as American customers, because Hoxton Square is often visited by american professionals during the week. The label features the London Plane tree (which populates Hoxton Square Gardens) symbolising the client’s old roots and traditions in Hoxton Square.

The stars, colour palette and the red circle recall London and America's well known icons, while typography and the illustration add a Shoreditch feel to it. Design hierarchy and use of white space give to this bottle the high contrast it needs to stand out on the shelf.