A combination of contemporary typographic styles and illustrated animals create individual personality for the redesign and extension of Lidl’s modern craft beer range.

With the craft beer category growing rapidly and small independent breweries flourishing, Lidl tasked us to re-design and extend their range of Hatherwood craft beers.

Lidl wanted to move away from being firmly entrenched in the traditional end of the market by creating an exciting, modern craft range that allowed the taste profile of each individual product to shine though.

With the existing two products called Ruby Rooster and Golden Goose, it made sense to continue with the animal theme and add an extra dimension to the name of each beer.

We expanded the nature context of the animal repertoire by matching the name of the animal to the tone and colour of the beer. The outcome is an intriguing and a little quirky, craft beer range with a distinctive identity that captures the market perfectly.

The starting point was the brandmark, giving it a more artisan feel in keeping with the ‘crafted’ nature of each product and the category.

Illustrations and individual typographic styles elevate the beer’s character and create a unique personality for each brew. 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 costs down.

Now a craft beer brand in its own right

Following the success of the Hatherwood relaunch, we used the unique product numbering system as a key feature for a gift box containing the full range of craft beers.