Our creative agency New Future Graphic celebrated it’s tenth anniversary recently and we decided to brew and package our own beer. For a long time within the studio we have discussed the dream project of launching a new beer. Alongside the record sleeve, stamp and book cover the beer bottle label is one of those restricted spaces that designers love to work with.
We have no experience of making beer so we needed help, we were fortunate enough to be introduced to Jonny at Pin-up Beers who runs his craft brewery from a barn deep in the Sussex countryside. His Brews are amazing and are now stocked all over the country so we were lucky to have him on side. We took a team day out to go down to Crowborough to sniff some hops, mash our brew up and start it cooking.
After spending the morning brewing our beer our attention was quickly drawn to naming our anniversary brew, so the rest of our team day out was spent in the pub dreaming up a suitable name. After much talk, most of it nonsense we arrived at the perfect name… X-ALE.
The X represents the ten years and the combined name is shorthand for us exhaling, taking stock and reflecting of a decade in the industry.
We really relished designing the packaging, especially as we weren’t bound by any shelf or display restrictions and being own own client we could push our bold clean ethos as far as we liked. We played with several different routes and concepts but ended up going with a split label run, allowing four bottles to spell out X-ALE. With the celebration party in mind we also produced a series of random letters, allowing party guests to spell out the sort of combinations you’d expect from a bunch of drunk creatives.
We also sent out a party pack to clients and friends as a thank you for their support. We sourced and screen printed these fanatic display cases which were obviously very well received.