I’d inherited the 1985 logo and although the visual concept was sound, the execution lacked a little refinement.
To a typographer’s eye, the gap between the 1 and the 9 really leapt out. And a closer look revealed a number of other elements that were not quite in alignment. Addressing these points made the logo feel more solid and considered.
I’d worked with Abbie previously to change the brand’s core colour from orange and black to blue and white. The new colours are far more in-tune with the beer’s positioning as ‘Cool, crisp lager’.
This latest stage of the brand’s evolution saw the introduction of an energetic and eclectic typographic pattern, which I created using a variety of statements about the beer.
This fun, flexible and distinctive approach has been applied to a wide range of packaging and POS.