WPA Pinfold Leeds

ABOUT

The creation of the Crafty Dan range is Thwaites’ answer to the American craft beer revolution that has hit our shores. These beers are bolder, with bigger flavours – yet, ironically, are based on traditional English ale styles. Each design has a clear definition of its beer style (which is a key communicator for today’s more experimental drinkers) and supporting copy emphasises the more challenging ingredients and flavours.

The new branding and packaging uses a classic illustration style and crafted lettering – presenting it in a fresh, clean contemporary way. The challenge was to integrate the branding across all packaging formats (bottle, can and fount) and communicate a premium positioning.

The designs have roots in traditional scraper board illustration style, with a contemporary edge that resonates with the graphic style for craft beers in the USA. On-shelf (and on-bar) stand-off is exceptional and average sales per beer increased by 590%. Our design for the Crafty Dan range has been awarded a Gold Design Effectiveness Award.

AWARDS

Brand Impact
DBA Design Effectiveness Award
Good Design
Graphis Design
HOW International
International Beer Awards

MADEIT CREDITS

  • Daniel ThwaitesClient
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