Ale Primary research

In order to gain a better understanding as to what is currently available on the consumer market, a variety of ale specific shops were visited in order to get first-hand experience.

• A mixture of type and illustration have been used in the above packaging designs in order to create impact
• Black and white have been used in order to express a upper-market aesthetic 
• Separate colours have been given to different variations in order to create a distinct range

• illustrative characters have been devised as the basis of the Magic Rock branding, promoting a distinctive eye catching brand. 
• Again separate colours have been used in order to present a range of product for the brand. 
• The colours used express the taste represented 

• Bright, bold block colours have been used in order to create impact
• The colours used appeal to all sexes 
• Black has been used for the background in order to create a stronger impact

• Black is often used to express the beer within (in this case a black porter)
• White type has been used to create contrast 

• Large type is impactful, although this does not represent the taste as clearly 
• The colour of the beer/ale/stout is often represented through the packaging design 

• Brewdog is a key example of a craft ale brand in which has grown enormously 
• Primary and secondary colours are largely expressed. 

• Another key example of Magic Rocks branding 

• Modernist and simple, the illustrative style of this ale packaging stands out from its competitors. 
• Geometric shapes have been used to implement contemporary design trends. 

What have I learnt from this?

• Contempory design trends are often mimicked within ale packaging. 
• Illustrations are highly common
• Colours are often used to diferiniate beer flavours
• Branding is often simple, although colourful
• Charactures make for a friendly, fun approach