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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.