The brewery is located under an enormous windmill, on the side of a canal, and has a fanatical local following. That was the biggest concern of the brewery — to redesign the range, positioning them as the iconic craft beer of Amsterdam, without losing their eccentric, quirky character, and without upsetting the brewery’s locals. They also had some logistical issues – due to their labeling method they were restricted to plastic labels — so we had to create a new process to make plastic labels that look and feel exactly like rough paper labels.
— Redthumb
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