Project type: Visual Identity, Packaging Design

The Backyard Brew Series, developed and brewed in the backyard of the large Falcon brewery in the south of Sweden, are beers designed to meet the rising consumer demand for beer with more taste and less alcohol. The brief was to bridge the gap between the traditional beer drinker and the modern craft beer enthusiast with engaging design concepts that would challenge the consumer and stand out in an increasingly crowded market space.

The names and the design concepts were carefully crafted to match the personalities of the beer together with the client. Leaky Bucket is a play on the result of drinking too many low-alcohol beer in a session, when nature calls faster than the intoxication level rises. The visual language reflects the pre-prohibition era characteristics of the product, whilst staying true to its backyard origins.

In a similar vein, Queen of Hops is developed to be the perfect card game beverage, allowing the card-shark consumer to stay focused while enjoying that full IPA taste. With that in mind, the design concept drew inspiration from the weird and wonderful world of Alice in Wonderland with it’s boundless imagination. The resulting design process was so rich it gave rise to a complete beer-suited deck of cards to be used as a point-of-sale marketing vehicle, further building the unique position of Backyard Brew as a modern craft beer brand from a brewery with over 100 years of experience.

The Backyard Brew Series has expanded to include six unique and characteristic beer and one hard cider, all created from the ground up with exceptional attention to detail from ingredients to concept creation.

2014 – 2017

Agency & role:
Design Director at NINE Stockholm

Client:
Carlsberg Sweden