Real Ale Brewing Company has been a popular Texas tradition since its founding in 1996. Established in a basement, the Blanco-based craft beer brand now features 20 beers in its lineup. Despite the popularity of Real Ale beers like Fireman's #4, the company lacked a unified brand identity – individual beers were more identifiable than the overall brand, because each beer style had its own unique label.
This posed a challenge: develop a design that was flexible enough that consumers would recognize Real Ale as a unified brand, while still expressing each individual beer's unique characteristics. Real Ale hired The Butler Bros design studio to develop the imagery and labeling for the brewery's lineup.
The Butler Bros worked together with Real Ale employees, including the brewers, sales and marketing staff, to review design ideas and consider different styles. Together, they developed a signature look that will be incorporated into all Real Ale beer packaging, while allowing flexibility to express each beer's unique characteristics.
Real Ale's New Look
The design team created a new logo for Real Ale Brewing Company, which they incorporated from the Fireman's #4 label, to pay homage to their most popular brew. The new logo uses a sprocket design from that label, which is placed inside of a hop flower logo. This new logo is featured on the bottle necks The top of each front label features the name "Real Ale Brewing Co" in a black triangular box. The new designs maintain the unique color schemes of each beer style. Designers found inspiration in the brewery's backstory and developed a unique wood block icon for each beer style.
These existing colors help bridge the gap between long-time fans and new ones. The new design also includes a unified font. This bold font helps to express the "no frills, get it done attitude" of the brewers at Real Ale, according to Jacob Carter at The Butler Bros. The design team was able to keep the minimalist style that Real Ale had been using, but implement striking visuals to link the different beer styles together in one brand.
Real Ale debuted the new looks this past year in 12-ounce bottles and cans. These designs have helped to create a single brand for the brewery, while maintaining the imagery of its most popular beer styles.
Whether you're a food manufacturer or a craft brewer, a quality food labeling printer can identify the brand and values of a beer or food manufacturer. Contact Argon Technology today to learn more about how taking control of your label strategy can provide new opportunities for marketing and engagement.