Creating a craft beer brand for Badger Brewery.
Our brief was to design a completely new brand, inspired by and endorsed by Badger Brewery to give retailers a credible reason to stock Badger on the cluttered craft beer fixture. Working alongside The Brand Gym, our challenge was to create something that felt believably ‘Badger’ but utilised some of the more creative design cues that are synonymous with the craft beer category.
Rather than position the new brand at the overly-targeted stereotypical tattooed, beard-wearing young male that everyone immediately thinks of as being a craft beer drinker, there was an opportunity to appeal to the delightfully named MAMILs (Middle-Aged-Men-In-Lycra, in case you didn’t know…!).
Being a South West Creative Agency we were all familiar with the natural beauty surrounding Dorset. We took inspiration from the rolling countryside and rugged coastline, along with the black and white of the badger’s coat to create AWESTRUCK, a range of three craft beers: Hazy IPA, Peach Lager, and Milk Stout. Each of the can designs feature elements of the Dorset landscape: crashing waves, chalk cliffs, rolling hills – all illustrated in a dynamic and gritty linocut style that captures the beauty and drama of the region as well as transporting consumers to a weekend away in the contemporary British countryside.
Our future-facing designs convinced buyers that Badger could credibly play in the craft fixture by shedding its traditional image without ignoring its rich history and provenance.
