An aquatic and edgy ‘Mysteries of the Deep’ packaging design takes centre stage for Lidl’s latest craft beer range.

Following the success of the core Hatherwood Craft Beer range redesign and the growth in interest in craft beer from the young demographic, Lidl wanted to expand their craft beer repertoire to appeal to millennials and grow the Hatherwood brand presence on shelf.

A range of territories were explored and the theme ‘Mysteries of the Deep’ was chosen - inspired by Jules Verne's novel, Twenty Thousand Leagues Under the Sea.

Edgy illustrated images, inspired by graphics of retro sea monster feature on cult film posters are used against a bright, contrasting nautical colour palette to create quirky and eye-catching designs. A nautical name for each beer is used to enhance the character of the beer within.

To highlight the different varieties of hops used to make each type of craft beer, each pack features discoverable hop heads within the background illustrations. The hop head is printed directly onto metallic substrate for both the bottles and cans – adding layering and intrigue to the designs.