Irreverent and fun packaging refresh for beers

Camden Town Brewery, the AB InBev owned north London craft brewery, has launched a new look for its bottles and cans.

The refreshed product design is supported by a new website and an above the line campaign, with tube and bus advertising in London. In addition, the Camden team will be hitting the road in their Little Camden beer van to sample to 39 offices across London (reaching 12k people) to drive trial and awareness with the lure of beer!

This campaign comes at an exciting time of growth for Camden Town Brewery following brand’s acquisition by AB InBev, supporting its expansion through 2016/17, which includes the opening of a brewery in Enfield.

The new packaging design, which has been applied across the 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 all-important ‘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 product copy is educational in an engaging and informative way, with fun illustrations. Camden’s distinctive core roundel logo remains but in an updated form. Eagle-eyed customers will note two hands joining the back bottle label. Inspired by the Camden City Council logo - an oval shaped symbol with four pairs of clasped hands, it is a clever nod to the brand’s origins in the borough.

Mark Turner, Camden Town Brewery’s MD, comments: “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.”

Camden Town Brewery worked alongside branding agency Studio Juice to develop these designs. Ross Stirling, the creative designer on this project adddds: “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, 2016.

16 June 2016 - Felicity Murray The Drinks Report, editor