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Beer packaging redesign goes country

Beer packaging redesign goes country, Badger Ale, Hall & Woodhouse, BrandOpus, packaging
UK –
A design agency was given the task of highlighting individual beer products through its packaging design while consolidating the entire product range’s brand image. The result: dynamic graphic design that is consistent and at the same time, different.

When independent UK brewer and pub owner Hall & Woodhouse decided that its full range of Badger ales should be redesigned, it went back to design agency BrandOpus for help.

Following on from a pitch won by BrandOpus in October 2010, and the success of Hopping Hare launched in March, the wider range of nine ales hit the shelves in mid- August.

The design brief for BrandOpus was simple: encourage consumers to explore the wider Badger range rather than just stick to purchasing their regular brew.

To do this, the design agency first started by establishing a framework for the brand identity that evokes the core ‘countryside ale’ proposition. This was used to bring consistency across the rest of the range, while distinguishing each of the beers through its own unique personality.Beer packaging redesign goes country, Badger Ale, Hall & Woodhouse, BrandOpus, packaging

Although the beer remains the ale that Badger fans are familiar with, the redesign expresses the quirky traits of each of the unique personalities of the ales through a series of characters.

Inspiration for these characters was drawn from the Dorset countryside home of the company. The core range is represented by a series of illustrated animals designed to reflect the characters of the ales in the range: GoldenGlory by an eagle, England’s Own features a stag, Golden Champion by a horse, amongst others.

Beyond the core range, the premium Badger ales are represented by countryside pursuits: Blandford Flyer featuring the fly from the end of an angler’s fishing rod, and Poachers Choice represented by the feathers of the poacher’s hat. The use of black and gold colours within the design distinguishes the ales as a discerning choice, perhaps for enjoyment after dinner, rather than a session ale.

BrandOpus creative director Paul Taylor says, “We’ve brought to life the proposition of countryside ales through the rural themes of each of the individual beers. The characters hark back to Badger’s Dorset origins, and differentiate the brand from the competition."


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