Micro in size, but not in flavour
Micro Pale was a special edition beer released for BEER52. I created a new label that departed from the core range through the edition of illustration. The illustration in this case was a magnifying glass, and interacted with the typography to emphasise the 'micro' part of the name.
Later, the beer became so popular that it was made a part of the core range, and had to look more consistent. No longer just a 'one-off', I then re-designed it to be more in tandem with the rest of the range.
A Tribute to London's Illustrious Brewing History
As another special edition beer for BEER52, Stout porter needed a little flourish. Five Points wanted the label to be a homage to the history of brewing in a simple way. We considered many ideas, including old stout glasses, top hats, porter luggage and watches, (anything that you would find someone using in the victorian era).
Eventually we settled on an unsung hero - the horse. Quite often, you'll never be able to search 'beer history' online wihout being met by these powerful but gentle beasts, who delivered beer from the brewery to the pub.
South Pacific Bitter was a beer that used tropical and citrusy hops from New Zealand. This was originally supposed to be a callaboration with BrewDog, but after a little soul searching, we decided it would be best to lean fully into the origin of th flavour. So, very simply, we found that some palm leaves framing the typography was a great indication of the crisp, summer vibes of the bitter, while referencing the South Pacific in a subtle way.
Packaging in Time for a Pandemic
It was important to ensure that the brand was communicated appropriately through anything that would potentially end up in people's homes. As the COVID-19 Pandemic broke out, I was happy to see from social media that a piece of packaging I had designed for the online store allowed the brewery to deliver beer safely to people's houses, and was especially loved by cats all over London. For this particular piece of packaging, I created a new system of bubbles that would rise up from the bottom of the box. This design was eventually carried through into the new glassware concepts.
So much more than Beer
One of the other challenges I had was to think about what the Brewery could sell in terms of merchandise to help the brand permeate through the local community. These items would have to have fit in line with the original brand, while being items that people would actually want to own and keep.
Across different touchpoints
The brewery and the Pembury Tavern pub would organise hundreds of events throughout the year, including collabrations with other breweries, tap takeovers of the Pembury, and Five Points take overs of other pubs. There were also events that were nation wide, events o raise money for charity, and also parties hosted by the brewery itself. Every time I formulated an idea that had to speak and live the Five Points brand, it had to also be easily transitional across many different platforms, inclusing posters, postcards, eventbright and different forms of social media.
- Brand guardianship
- Content and communication
- Concepts and creation of new packaging
- Internal sales materials
- Consultation and assets for a new web shop
- New merchandise and glassware concepts
- Potential beer collaboration concepts for pitches