March 8, 2011

The Dieline Week, Part II

This continues our week of package design for beers we found through The Dieline.

Here's one from Norway, Frydenlund, by Oslo design firm Frank:
Here's the evolution of the design:
The new packaging by Frank retains the beer’s traditional elements but has been simplified to give it a fresh but authentic new look. Sales of the product have increased dramatically and have introduced Frydenlund to a new generation of beer drinkers.
I think we can all agree that the evolution is progress. The newest iteration uses color well as a backdrop while retaining all of the traditional elements like the barley and crests, the horse and cart, and the six-pointed star.

Next, an Aussie beer launched by musicians, Lovells Lager, designed by Sydney firm Landor:

Lovells Lager was created by two successful, Australian music industry professionals, with a passion for great tasting beer. Frustrated by the quality of session lagers available, they decided to create their own brew. They wanted to take the creative inspiration, craftsmanship and independence, that was the driving force of their music, and channel it into the production of their new beer... The challenge was to build credibility in Lovells Lager as an authentic beer, whilst reflecting the essence and truth of a creative and thought-provoking brand... Early in the process, we established the idea of disruption, as a way of acknowledging the language and expectations of established beer brands, yet putting a new twist on it. The dragon became an icon to symbolise this concept. The bottle label design used traditional beer cues, whilst the neck label was the vehicle for creative expression, wit and humour. The packaging elements became small canvases to express new ideas and build depth into the brand. This juxtaposition forces you to think about the brand and becomes part of the beer drinkers dialogue. The Master drinkers coat of arms is a tongue in cheek reference to the owners of Lovells Lager and is based on 2 bottle openers crossing over.
That's a lot of pictures and text, but I have to admit this is damn cool. And as a proud soldier in the army of the session beer movement, I can say I share their frustration. It's sharp, classic, different, and a little off-putting. Not sure if bugs make me want to drink beer, but they get my attention. If I were a craft brewery with the budget for a firm, I'd take a hard look at Landor.

Lastly, less revolutionary but still cool is the work by Flaechenbrand for Braufactum, a contract-brewed beer in Germany:
Simple and classy, with a nice logo of brewers collaborating. I like the marketing pieces with the fruit bursting up.

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