The 235-bottle limited-edition packaging is marketed as a gifting range, and the project follows on from BrandOpus’ redesign of the Badger brand at the beginning of 2011.
Work began on the special-edition packaging about six months ago.
Paul Taylor, BrandOpus creative director, says, ‘It was a very open brief. They had a good idea of what they wanted to do with the ale itself and liquid, but other than that we had a completely blank canvas to choose the bottle format.
‘The whole idea was born from the idea that they were going to brew the ale like wine and champagne – it could be laid down and matured and brewed later in life. That’s where we hit on the hibernation idea.’
The limited-edition premium ale is sold in a 750cl champagne bottle in a wooden presentation box, which BrandOpus created using all naturally sourced materials, aiming to reflect the idea of hibernation.
Each bottle is hand-numbered and signed by Badger parent company Hall & Woodhouse chairman Mark Woodhouse on a tag created to resemble a leaf, attached to the bottle with twine. These elements aim to further the countryside associations of the packaging.
Taylor says, ‘We wanted to do something really simple and pure, so to not just apply any design to the bottle. We kept it very clean, hence the very simple label, which is printed on the same card as a pub mat, so it has those ale connotations as well.’