Fernie craft beer innovative package design re-launches the award winning craft brewery with a combination of great colors, visual association and a modern touch to the client character.
Located in the heart of the Kootenays, Fernie brewery boasts of an awe inspiring range of craft beers. Their beverages not only inspire a great legion of followers, their taste ensures their fame reaches far and wide. First time visitors often return. With a reputation like that, rebranding the entire line would have needed a packaging which keeps your traditional consumers attached, but building new attraction points for the new set of users.
Enter Also Known As, a design agency who actually sent designers to trek up to Fernie locations, engage the client in providing true brand value and relevant information (while also sipping on some top class beer). The tasting helped, because each flavor is given a rich hue in the bottle body which represents their ingredients and richness of flavor amply.
The visual association is enhanced further with use of graphics which perfectly convey the feel of the flavor’s signature name. e.g. The Pumpkin head has a Halloween scarecrow with Pumpkin head, while the Maple porter has a maple leaf in the background. Even the cans of Lone Wolf or Griz pale ales feature the wolf and the grizzly bear – a quick and easy identifier on the crowded supermarket shelf.
It is this simplicity which came through with their pairing of Rag & Bone for the concept design. The result is authentic and rooted to Fernie’s serious craft beer brewing skills. Yet it also has the fun element and visual character necessary for their award winning presence.