Arkell’s Brewery is to introduce a one-off premium ale to celebrate the Millennium. Aimed at beer collectors, 2M Millennium Ale features packaging created by Robson Dowry. The label documents the Swindon brewery’s history, from its launch in 1843 to 2000, via a time line. A blue and silver colour palette has been used to convey a premium, celebratory feel.
Myerscough hopes the piece will encourage shoppers and businesses to engage positively with the topic of sustainability.
The new branding by Baxter & Bailey features a flexible ampersand symbol in an effort to help the brand speak to different audiences.
Recycling symbols used on packaging in the UK are unclear and inconsistent argues Butterfly Cannon’s innovation and sustainability manager Jenny Greenwood, who is looking to Denmark for inspiration.
The project has a contract value of £50,000 to £100,000 and will include the design of a brand toolkit, visual toolkit and assets.