The story behind the creation of NorthDown Brewery’s stunning new beer bottle labels starts with a brave move for pub landlords Katie and Jonny Spanjar. After many years running a vibrant East End pub, the couple took the decision to up sticks and move to the seaside town of Margate and start to brew their own beer.
The business venture has not been without its challenges. The beer market remains dominated by large suppliers and drinking habits have changed immeasurably over the years. However, thanks to a great product, the addition of a beautiful tap room and Katie’s intuitive sense of what good label design looks like, the business has flourished.
Why is Label Design so Important to NorthDown Brewery?
Katie said, ‘The old saying that you buy with your eyes certainly holds true for beer.’ She added, ‘The way our bottle and can labels portray the NorthDown Brewery brand and what we stand for, differentiates us in a crowded market.’
Northdown’s bold move to engage local artists to design their range of bottle and can labels has certainly paid off. Their unique labels are fun and expressive and, using tactile textured label substrates, they cry out to be picked up and touched!
Understanding Your Customer is Vital
Katie explained, ‘The market for bottled and canned beer is different. Our bottle label designs are slightly more traditional, whereas our can labels are all out fun!’
Despite the differences in customers’ tastes, NorthDown were keen to ensure that their brand remained consistent and recognisable across their range. Here, the involvement of an experienced graphic designer has meant they have achieved a cohesive range of labels that work beautifully together.
Working with Artists, Designers & a Label Printing Company
Experience and passion for her brand meant that Katie knew what she wanted to achieve with her label design. Moreover, she had the confidence to give her design team a free rein to capture the fun and quirkiness of the NorthDown beers.
Katie believes, ‘Beer should look as good as it tastes.’ She explained, ‘The beer names, the bottle style and, of course, the label look and feel, all help to sell the beer.’ With names like Dune Duggy, Pale Ale Mary and Sqidly Diddly you can see the fun side of the brand immediately, as well as the seaside references reflecting the beers’ origins.
Northdown Brewery beers sell online, wholesale and onsite so the overall look and design of the label has a tough job to do.
What’s Behind the Latest NorthDown Label Design?
NorthDown Brewery decided to change the traditional long necked beer bottles they were using to the more modern ‘stubby’ bottle design. This meant a new label size and therefore, new design was required for their bottles.
Involving artist Rob Flowers and designer Michael Goodson once again, the gorgeous new designs evolved. An innovative wave shape, created by a special effects label cutter, brought the label range together beautifully, mirroring the evocative tag line ‘Great Beer Brewed by The Sea.’
Katie had a clear idea about the ‘feel’ of the label she wanted to create and discussed label substrates with the Label Solutions team. To meet the brief, a pleasingly tactile textured paper wine material was selected. The addition of a special wet-strength adhesive allows the bottles to be chilled without causing any creasing or lift in the label when exposed to moisture.
The end results? A range of thoughtfully designed unique, practical and precisely manufactured beer bottle labels to grace NorthDown Brewery’s newly released beer bottles.
It’s great to work with a company that is as passionate about their labels as we are!
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