This company said the campaign comes at an “exciting time of growth” for Camden Town Brewery, supporting their expansion through 2016/17 following brand’s acquisition by AB InBev, which includes the opening of a brand new brewery in Enfield.
From 2017, the new brewery’s increased capacity will allow the brand to use this new design across an expanded range, including Unfiltered Hells and Ink in cans and bottles, Pils and Wit in cans and IHL in bottles.
'Craft beer to more people'
Mark Turner, Camden Town Brewery’s managing director, 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.”
The packaging – which has been applied across the current range of bottles, cans, boxes and tap badges - uses bold background colours and strong typography to give the name of the beer, the style of the beer and the Camden name stand out.
“The bold and colourful design creates more consistency across products, whilst retaining Camden’s playful and irreverent tone of voice,” the company explained.
“The product copy is educational in an engaging and informative way, with playful illustrations in-keeping with Camden’s brand tone.Camden’s distinctive core roundel logo remains in an updated form demonstrating a clear pride in its heritage, alongside an obvious excitement at the beginning of a new era.”
Heritage
Two hands joining the back bottle label - inspired by the Camden City Council logo - an oval shaped symbol with four pairs of clasped hands.
Camden Town Brewery worked alongside branding agency Studio Juice to develop these designs.
Ross Stirling, the creative designer on this project said: “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 refreshed bottles and cans will be available nationwide in Waitrose, M&S and at Majestic wines, and in bars from June 10.
An advertising campaign will be featured on buses and tubes in London.
The Camden team will be hitting the road in their Little Camden beer van to sample to 39 offices across London (reaching 12k people).