So at the end of 2012 it began talking to London based design agency Ziggurat, about the branding of its new range of craft beers.
According to Ziggurat: “Craft beers are reaching a new generation of younger drinkers, and so the brand identity needed to reflect that. It also needed to achieve cut-through in an increasingly crowded market.
“The design draws on the heritage of Greene King: the crown and arrows of St Edmund’s legend, the distinctive gold foil neck label, and serrated edges to the label make it look like a page torn from a medieval book.
“However, it also has a contemporary look and feel. This was achieved through the use of black line drawings, vibrant colours, illustrations bursting with character, and an overall sense that the design has been dashed off by craft brewers”.
The initial range of five beers launched in January 2014, and there are already plans to extend the range for example with Carnival, illustrated with a dancing parrot, in time for the 2014 World Cup.
Source: Ziggurat
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