Sky’s the limit: Canpack and Identica rebrand iconic Spitfire beer packs

19 Feb 2020 --- Britain’s oldest brewer Shepherd Neame recently collaborated with aluminum beverage can manufacturer Canpack and design agency Identica to rebrand its iconic Spitfire beer. The beer cans in question include Shepherd Neame’s flagship Spitfire Amber Ale and Whitstable Bay Pale Ale. The latest cans, which feature Spitfire’s namesake airplane soaring through the heart of the logo, are printed using Canpack’s matt varnish. The new designs follow the relaunch of both brands at the start of last summer.

“The matt varnish not only captures the thrill of the Spitfire plane soaring through the sky, but also creates a stylish can for consumers to spot on the shelves and hold in their hands. Canpack is proud to be a part of updating the classic beer cans, which accentuate the brand’s new logo and give the cans a fresh, stylish look for the future,” says Stephen McAneny, CCO of Canpack Group.

Canpack’s matt varnish provides both a visual and sensory effect. The use of lacquer enables cans to have a classy and elegant look, as well as “soft feel,” the company affirms.

Click to EnlargeSpitfire Premium Kentish Ale is sold in more than 40 countries.

The Faversham-based brewery has brought its new designs to both beers’ 500 ml cans. The Spitfire Amber Ale cans boast a matt finish and a premium navy, red and silver design, depicting the new logo showing the silhouette of the iconic Spitfire aircraft soaring through the middle of the logo, creating a drift between the lettering with its tail.

Meanwhile, the new Whitstable Bay Pale Ale cans similarly offer stand-out appeal with their bold dark blue color and matt finish. The can features the collection’s new logo, inspired by the creative spirit of its coastal home, Shepherd Neame explains. It retains the classic oyster yawl synonymous with Whitstable and anchors it alongside the town’s iconic pub the Old Neptune.

“With more choices on shelves than ever before, having a well-designed, enhanced can for our product – as well as one that celebrates our heritage and brand – is critical for success,” says Louise Buet, Marketing Manager of Shepherd Neame.

Meticulous logo design
Next to the lacquer rebranding, the logo design also plays a central marketing role. “Not surprisingly, we took inspiration from Spitfire’s aerial namesake. The Spitfire is perhaps the most iconic airplane in the world and its name evokes a sense of speed and power. We wanted to capture this energy and movement and hardwire it into the brand, with the lettering and the plane interacting with one another,” says Richard Clayton, Creative Director of Identica. 

Clayton further explains that Identica took advantage of “critical” consumer insights into the brand revamp and took a considerable amount of time understanding the exact target consumer group with the new design. “We also had to establish early in the process if there were any production limitations to ensure whatever we created could be achieved effectively. There followed a huge amount of creative exploration looking at typography, graphics, layout and coloring across all the various packaging formats, from cans to pump clips,” he states.

As the beverage market diversifies into new types of soft drinks, wellness infusions, non-alcoholic drinks and flavored waters, the packaging world shows no shortage of innovation. The expansion of aluminum throughout the beverage segment can be attributed, in part, to its versatility in design, shape and size while the material is achieving impressively high recycling rates in Europe, as witnessed at last year’s BrauBeviale trade show.

Spitfire Premium Kentish Ale is currently sold in more than 40 countries and carries a Royal Warrant and the same protected status afforded to Champagne. 

By Anni Schleicher

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