BrewDog launches “mythical unicorn” design for craft beer stand-out
25 Oct 2018 --- BrewDog's new lager in its canned range aims to differentiate the brand in the competitive craft beer market and steps away from BrewDog’s color-coded can style, in which the lager variant was traditionally yellow. Designed by B&B studio, the new design is white, with red type and a silver unicorn illustration to further differentiate the lager from the rest of the range.
“In an increasingly competitive sector, beer brands are now having to find more intelligent and innovative ways to create clear and impactful packaging that sets products apart and express their unique personalities,” Claudia Morris, Design Director at B&B Studio tells PackagingInsights.
craft beer brands using this approach to catch the eye of consumers
One trend that continues to build momentum is quirky illustrations with many craft beer brands using this approach to catch the eye of consumers – and in many cases, the illustration style is more prominent and recognizable than the brand name.
The expansion of the craft beer craze has allowed designers to have more freedom: “The craft beer craze of the past few years has led to a relaxing of category design codes. These days, almost anything goes and beer doesn’t always look like beer,” adds Morris.
“The unicorn is the national animal of Scotland where BrewDog is based,” says Lisa Desforges, B&B Strategy Director. “We were really keen to reinstate this more traditional relationship and release the majestic beast from its current, somewhat demeaning, role as pool inflatable and rainbow glitter dispenser. The name Lost Lager suggests the unicorn’s mythical status, as well as reflecting the product – a dry-hopped pilsner that embodies the way lager used to be made before the monoliths took over.”
Aga Karmol who specializes in linocut in order to achieve this
B&B notes it was keen to infuse the unicorn illustration with an edgy, angular feel, and chose to work with artist Aga Karmol who specializes in linocut in order to achieve this.
“Together we created an image that’s full of energy and edge, but has a real ghostly feel, especially when rendered in white and silver on the can,” Morris concludes.
The lager was created to celebrate BrewDog’s Unicorn Fund – an alternative altruism scheme through which a massive 20 percent of the business’s profits are given away – 10 percent to employees and 10 percent to charities chosen by the Equity Punk community.
Read more about trends driving aluminum packaging here.
By Laxmi Haigh
