I was having a stroll through my local supermarket when some packaging caught my eye. It was Greene King's craft beer. Now, I am no beer drinker, so forgive my lack of knowledge on the taste, but I do know that the packaging did what it was meant to - it caught my eye despite the fight for attention on supermarket shelves.
As a designer and design nerd, I take an interest in packaging, but none has stuck out to me as strongly as this. The neon colours, the folklore illustrations, and the quirky names – I love it. It clearly calls out to a younger audience of beer drinkers.
Each of the four beers pays homage to a folktale of British history, reflecting Greene King's British heritage in a contemporary way. The neon colours and quirky woodcut illustrations aim to connect with a younger audience, blending traditional themes with modern, vibrant design elements.
Firstly, the neon colours are a striking departure from the usual beer packaging. They’re bright and eye-catching, making the product hard to miss on the shelf. This use of colour not only grabs attention but also suggests a lively and modern brand personality, perfect for appealing to younger consumers.
Then, there are the folklore illustrations. Each beer features a unique design that tells a story. These illustrations are done in a quirky woodcut style, adding a touch of authenticity and charm. It's a clever nod to traditional British heritage, yet the execution feels fresh and modern. This blend of old and new creates a visual appeal that reflects a sense of history while also feeling current.
Overall, Greene King's approach with this craft beer line is a great example of contemporary packaging design. By paying homage to British folklore with a modern twist, they’ve managed to create something that is not only visually striking but also culturally rich.
In contrast to their more traditional Old Speckled Hen brand, which appeals to a more mature audience with its classic design and established heritage, this new craft beer range is targeted at younger beer enthusiasts. It’s refreshing to see a brand like Greene King innovate and adapt to the changing market, using design as a key tool to engage and attract a new generation of customers.
What do you think of Greene King's craft beer packaging? Let me know in the comments!
Hi, I’m Rachel Dixon, I’m the designer and founder behind Two Five Eight Creative Studio. With over a decade of industry experience, I specialise in designing advertising, brand identities, and graphic design solutions that stand out and elevate businesses above the competition. If you are looking for creativity to help you level up your business, I'd love to chat.
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