Norwich-based brewery The Craft Brewing Co has tapped into the neighbouring reservoir of student talent at Norwich University of the Arts (NUA) to design a colourful and contemporary brand identity for its launch range of ‘Redwell’ beers. Named for Redwell Street in Norwich, which is the location of both The Craft Brewing Co’s bar The Taphouse and also the administration building of NUA, the beer brand has been developed to appeal to mass-market beer brand drinkers and craft beer drinkers alike.
Redwell identity applied to bottle labelling. See more examples of the Redwell identity.
The initiative was coordinated through the University’s ideasfactory@NUA, which operates as a business focused creative consultancy providing a commercial outlet for students’ innovative thinking and talent. The students delivered a full brand identity including a logo, tap lenses, bottle labels, bar mats, bar runners, posters and a website.
NUA Business Director Ed Walker explains: “The brand required a sophisticated look that would hold its own equally in trendy east London pubs and more upmarket west London bars. Redwell is launching with a portfolio of different products including three lagers, an India Pale Ale and an American Pale Ale, so required an identity system with easy to interpret coding to allow customers to distinguish between the specific products.”
The initial brief was tackled by 20 Year 3 students of BA Graphic Design who presented a total of eight concepts to The Craft Brewing Co. Three were shortlisted for further development and the final design was chosen with assistance and technical advice provided by Norwich Labels based in Attleborough and Redwell’s contract bottling partner.
The three students behind the winning design are Jason Drake, Sam Povey and Tim A’Court. They say: “The brief was a good mix between branding and packaging, which is what we want to do as a career. The competition was tough. The other student’s work was really good and it was another taster of what life outside university will be like. One of our favourite parts was presenting to the clients, as this was a new experience. We can’t wait to celebrate with a round of well deserved Redwell beer!”
The finished design for the brand includes a brand mark featuring an hourglass to represent the importance of the longer brewing time, while the bottle label shape is inspired by the ticket you take as you wait in-line at the Deli, and plays on a consumer’s willingness to wait for something that tastes delicious. The different beers are presented in a collection of contemporary colours, giving each brand clear stand out while also presenting a confident collection of products for the brand.
Benjamin Thompson, Director of The Craft Brewing Co, says: “”We are all exceptionally pleased with the design work done for us by the ideasfactory@NUA. It was an absolute joy working with the team throughout, from the patient and professional work developing our brief with us, to the overwhelmingly creative and enthusiastic proposals from the students, to the careful and responsive development of our final chosen designs into what is a truly innovative and unique brand. Our designs really tap into the ethos of our brewery and the style of our products, and we couldn’t be prouder to present our beers in such beautiful and thoughtful packaging.”
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