Studio Juice has refreshed its identity for Camden Town Brewery, to create branding “that screams from tap rooms to bottle shops.” Implemented across its beer packaging, tap badges and advertising, the updated graphics have punchier, bolder colours and bespoke typography across the product range.
Each beer name — for example Hells, Pale Ale and Pils — now has its own individual type treatment, designed to suit each beer’s “character,” the studio says. The enlarged product names also all have a drop shadow, inspired by sign writing, backed by vivid blocks of colour and a heavy use of white.
The London design studio also revamped the brewery’s roundel, simplifying the outer circle and making the central marque more unified and visible. Creative director Ross Stirling explained the idea was to create “a standalone icon that would be instantly recognisable even without the brand name attached, and easier to apply across the brand.” The designers also tweaked the Camden lozenge to align with the redesigned marque, with a sharper and more geometric design.