Design Activity are proud winners of a silver pentaward international packaging design award for the re-design and range extension of Lidl’s craft beer range; the Hatherwood craft beer company.
The range consists of six craft style ales, each with a unique flavour and design to match. Following on from the original Golden Goose and Ruby Rooster variants, another four flavours were added all with an animal theme. This radical redesign elevates Hatherwood from a traditional ale into a speciality craft beer brand in its own right.
Lidl tasked us to redesign and extend their range of Hatherwood craft beers, the design of which was firmly entrenched in the traditional end of the market. The craft beer category was growing rapidly with small independent breweries flourishing. Lidl recognised the opportunity to capitalise on this growth and create an exciting looking range of modern beers that not only had to appeal to discerning drinkers, but also to the female purchaser as well as allowing the personality, provenance and taste profile of each individual product to shine though.
The starting point was the brandmark, giving it a more artisan feel in keeping with the ‘crafted’ nature of each product and the category. The existing Lidl range (2 SKUs) had a naming system in place based on animals and after evaluating the diverse nature of the new products, we decided that there was sufficient flexibility and potential in the system to continue with it but, also to have a lot more fun with it.
Each bottle has a distinctive illustration which incorporates its own typographic style, which aims to elevate the beer’s character and create a unique personality. The master brewer’s signature and the numbering system also help convey the specific nature and idiosyncrasies of each drink. The uncoated stock and limited 3 colour print helps support the crafted artisan feel and keep the production cost's down.