The packaging – which has been applied across the current range of bottles, cans, boxes and tap badges – uses bold background colours and strong typography to give the name of the beer, the style of the beer and the all-important ‘Camden’ name stand out.
The company said the bold and colourful design “creates more consistency across products, whilst retaining Camden’s playful and irreverent tone of voice”. The product copy is educational in an engaging and informative way, with playful illustrations in keeping with Camden’s brand tone. Camden’s distinctive core roundel logo remains in an updated form demonstrating a clear pride in its heritage, alongside an obvious excitement at the beginning of a new era.
The back bottle label features two hands joining together, which has been inspired by the Camden City Council logo (an oval shaped symbol with four pairs of clasped hands), and is nod to the brand’s origins in the borough.
The ATL campaign will feature tube and bus advertising in London, while the Camden team will be hitting the road in their Little Camden beer van to offer samples to 39 offices across London (reaching 12k people).
This campaign comes at an exciting time of growth for Camden Town Brewery following brand’s acquisition by AB InBev, supporting their expansion through 2016/17, which includes the opening of a brand new brewery in Enfield – London’s largest investment in brewing for 30 years.
From 2017, the new brewery’s increased capacity will allow the brand to use this new design across an expanded range of small pack, including Unfiltered Hells and Ink in cans and bottles, Pils and Wit in cans and IHL in bottles.
The refreshed bottles and cans will be available nationwide in Waitrose, M&S and at Majestic wines, and in bars from 10 June 2016.