London craft beer maker Camden Town Brewery has unveiled a refreshed packaging design for its cans and bottles, supported by investment in an above-the-line marketing campaign.
The packaging, which has also been applied to the brewery’s boxes and pump clips, uses bold background colours and strong typography to give the name and style of the beer, as well as the Camden Town Brewery brand marque, optimum standout. The bold and colourful design also results in greater consistency across the products while retaining Camden’s playful and irreverent tone of voice.
Camden Town’s distinctive core roundel logo remains in an updated form, demonstrating a clear pride in its heritage while heralding the beginning of a new era.
The refreshed bottles and cans will be available across the UK in Waitrose, Marks & Spencer and Majestic Wines, and in bars from 10 June.
The refresh applies to Camden Town’s range of cans, as well as its bottles.
Camden Town Brewery managing director Mark Turner said: “This refresh is part of our wider strategy to bring great craft beer to more people. The bold branding will really stand out on shelves, with engaging product information that appeals to consumers, giving another great reason to purchase.”
Ross Stirling, the creative designer for branding agency Studio Juice that worked on the redesign project, added: “Much like the Camden Hells lager of today, the refresh is the result of tireless refinement. It was about making what worked work harder. On their own, these beers scream from the tap rooms and bottle shops, but as a collection they come together to celebrate their irreverent fun nature and continued success.”
The new design is accompanied by investment in an above-the-line campaign, taking in underground and bus advertising across London, as well as a sampling campaign of offices in the capital that is projected to reach 12,000 people and drive both trial and awareness of Camden Town’s beers.
It comes at an exciting time for the company, which was acquired by brewing giant Anheuser-Busch in December.
From 2017, the brewery’s increased capacity will allow the brand to use this new design across an expanded range of small packs to include Unfiltered Hells and Ink in cans and bottles, Pils and Wit in cans and IHL in bottles, and fulfilling Camden Town Brewery’s aim of bringing great beer to more people.
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