“Design a new premium lager brand and packaging for the self-conscious male, who desires a genuine quality lager.”
The client was Molson Coors Brewery in this branding and packaging project, and the new product had to satisfy many conditions, from being an organic lager with ‘eco-packaging’, to being a trendy new brand.
First the existing market of lager beers was investigated, with a gap perceived on the ‘premium’ and ‘ organic’ scale.
Then the target user needed to be defined, elaborating on the brief and using the market research, this was settled as a 20-25 years old male, who sees organic products as a luxury or quality product, and identifies with a relaxed outlook on life, where he takes time to enjoy and savour good food and drink.
I felt that the theme of ‘relaxation’ had potential, and the experience I wanted the brand to offer is chilled al fresco lager drinking; with the chance to tap into English traditions of enjoying the great outdoors through picnics, lawn tennis and the garden. Also the company is based in Burton-upon-Trent, and was originally Bass Brewery which was the largest in the world in 1877, so there is a wealth of brewing history to draw from.
Taking these points into account, I created ‘Home Brew’ a cheeky brand that plays on twee Englishness, and prominently features a garden shed, which evokes a crafted micro-brewed product and notions of a place of refuge, where you can be yourself, or sneak off for a shifty smoke!
For the bottle design, I referenced archaic British beer bottles of the past for the form. As the secondary packaging needed to be ‘eco-friendly’, I wanted to use as little material as possible and experimented with ways of tethering bottles together.
In the final package, a paper wrapper holds four bottles together in conjunction with twine, and a ripcord down the side of the wrapper replicates a fertiliser bag and gives an additional aural experience. A four-pack configuration was selected as more social than the large single bottle format for organic beers available on the market, yet more intimate than a six-pack.
The cork stopper is a new take on the ‘swing stopper’, and means no need for a bottle opener, lending itself for outdoor drinking.
Finally, the bottle form echoes the Bass brewery past, stocky with a wide neck, which also allow for large gulps and satisfying feeling when drinking.