Before & After: Foster's Lager
Foster's Lager is a leading lager. In need of a re-design, BrandMe from the U.K took on the challenge. The results still keep the iconic blue, gold and Foster's logo but gives the brand a disguisable update.
"The UK’s number 1 off-trade lager repackaged by BrandMe.
Building on BrandMe’s radical redesign of Foster’s in 2010, the growing success of its Gold and Radler line extensions and the brand’s 2013 crowning as number 1 UK off-trade lager, BrandMe were commissioned by brand owner HEINEKEN to reposition and redesign Foster's core proposition.
The brief was to capitalise on the 125th anniversary of the brand and assert the brand’s long standing brewing heritage and product credentials, as a lager crafted in the Melbourne heat in 1888 for ultimate refreshment.
The new design responds to consumer research and their demand for a quality beer offering good value. This was achieved by maintaining Foster’s premise and image as contemporary with a sunny, informal and inclusive personality and restating its provenance.
John Wynne, co-owner and Creative Director of BrandMe says:
“We wanted to demonstrate that Foster’s has a really interesting history and being specific to Melbourne helped to reinforce this credibility. From a branding perspective, to be able to take the word ‘Foster’s’ off the primary pack face is evidence that there is real confidence in the brand mark moving forward. Foster’s now has an iconic presentation and can innovate using just the strong identity roundel, a clear brand signifier for the consumer, to hold the range together.”
"R&B Brewing is one of Vancouver's original East Van micro breweries, predating the current trend by almost two decades. Partners Rick ("R") and Barry ("B") asked St. Bernadine to help with a packaging redesign, initiated by the move from 650mL bottles to a standard 341mL 6-pack format.
The design language is inspired by R&B's resolutely hand crafted product – as such, every element on the packaging is rendered by hand, including the bar code. Bold silhouette key illustrations take their cues from the beers' quirky naming conventions, and strong colours aid standout and shelf blocking. Key brand story elements, hand rendered in expressive type, and additional varietal information, like IBU scale, boil information, aging temperature, hop and barley type and mix all support R&B's independent, craft positioning."
"Copenhagen is the name of Carlsberg’s new beer and the first innovative offering for the new generation of beer drinkers who delight in the full package of design, taste and quality.
The beer has a light, refreshing taste, while the design is rooted in Copenhagen as an international city of fashion and design. Copenhagen is intended for modern women and men, who appreciate a refreshing taste delivered in a stylish design.
“We can see that there are a number of consumers, especially women, who are very aware of design when they choose beverage products. There may be situations where they are standing in a bar and want their drinks to match their style. In this case, they may well reject a beer if the design does not appeal to them," says Jeanette Elgaard Carlsson, International Innovation Director at Carlsberg. "The consumer surveys that we have conducted in Denmark show that 98% of the target group finds Copenhagen exciting."
Student: Tresor Brewery
While in school, Tyler Kruger designed a 20's inspired beer bottle concept:
"Tresor Brewery is founded on prohibition era recipes, which were locked away and hidden during the 1920's alcohol prohibition to preserve the German style beers from being destroyed.
Tresor is built around interaction with a vault. The twisting ritual of the bottle cap is reflective of opening a vault door, and was the initial inspiration for the project. Tresor was designed to reflect the styles of the 20's with highly detailed line work that emulates the luxurious art deco style of the roaring 20's, while also adding a mechanical feel to the design."
"The brief was to create an identity for a new series of high quality beer from Mack Breweries. This is a special brew with carefully picked ingredients and high focus on creating a characteristic taste. We decided early on to work closely with the brew master, and the solution became a rustic and honest paper label with focus on the contents and a quality guarantee from the brew master himself. The end result tells a story about traditions and pride about the brew process. Simple color coding and clean typography distinguishes the different products from each other."