Responses by Mark Jones, senior designer, Studio Blackburn
Background: This was a rebrand for The Greater Good Fresh Brewing Co and The Pinter, a world-first innovation that enables users to brew ten pints of fresh beer or cider—all from the comfort of home. It’s affordable, sustainable and, most importantly, tastes incredible. We were tasked with revitalizing the company brand and creating an impactful product brand identity reflective of Fresh Brewing, innovation and quality that the product delivers.
Reasoning: For the branding of The Pinter, we had so many directions that this could have gone in. It was harder to stop than to start. In our initial presentation, we looked at whether we could define The Pinter within different categories. The exclamation mark idea actually came to light during this presentation. We looked at the prototype of the product and used the exclamation mark on a page along with the word Pinter as the tap on a keg. Since the client loved it, we ran with it, pulling a pinch of this and a sprinkling of that from some of our initial thinking. Using the face of the product and distilling it down to a simple mark was a winner for us.
Challenges: We wanted to avoid the stereotypes the majority of beer brands use that customers see in the supermarket, and try and get across the idea of freshness on the items, such as the syrup labels, without adding pictures of fresh fruit on them. We took the client on a journey explaining how you can have a beautifully typographic printed label and still get across the idea of freshness through other means.
Favorite details: We are most proud of the packaging and how it accentuates the brand. Knowing that it is an identity that will not just exist in the digital sphere and will be something that customers can interact with in their own home is really exciting. Also, hearing the feedback from customers on the branding and packaging, which have both had a lot of praise, is nice.
Specific demands: What The Greater Good was great at—no pun intended—was letting us have fun with the project. The brand team got involved and informed us what they liked and didn’t like. The main demand they asked was to bring Fresh Brewing to the world and revolutionize the way people drink beer at home. They created the revolutionary drinking machine and we helped give it an identity. The proof is in the pudding and currently the pudding is doing very well.
Anything new: As we don’t often delve into the world of packaging, it was great for us to be in control of this project. We completely immersed ourselves in this world: researching different substrates, box designs, label sizes, getting print test done on a vast array of materials, creating mock-ups, and testing again and again. It was great to get hands on with this and it’s something that we would be keen to work on in the future.