Dale Holland began brewing commercially in 2011 after winning the Supreme Award at New Zealand’s largest homebrew competition—for a beer he brewed in his garage! Pretty impressive.
The original Dale’s Brewing Company logo and labels was starting to feel tired and sales were not as strong as could be as more and more craft brewers came onto the scene and craft beers became more sophisticated and popular amongst a wider demographic.
Through the design process, an illustrative style evolved through use of lines and patterns, which evolved beyond the labels into some neat illustrations used on posters and other marketing material. The scenes are abstract representations of scenery and views around Nelson.
As with most craft breweries, in order to compete in supermarket beer fridges, the days of only being able to buy beers singly are mostly over. To appeal to a wider market, it’s become imperative for micro breweries to sell beers in multi-packs.
The brief for this phase of the project was to create a design that reflects the style of the Dale’s brand but in a single-colour design that will reproduce well on corrugated cardboard and that can be produced inexpensively in small print runs.