Thirst Craft Put Overtone Into Overdrive With a Club Scene Inspired New Brand
Thirst Craft - Overtone Brewing Co
With innovation at its heart, Overtone’s ambition was to bring dynamic brewing to Scotland. However as a completely new brewery in the third most innovative craft brewery market in the world, it needed to strike the balance between dynamism and building strong brand presence to succeed. They turned to Thirst, drinks branding and strategy specialists who know the craft beer category like the back of a Camden Hells can.
With bottle shop shelves looking increasingly like an eclectic art gallery, Thirst needed to ensure that Overtone made an immediate and sustainable impact without sacrificing creativity. Inspired by the founder’s favourite music scene, techno, they created a brand that captured the cutting edge graphics and cult status of iconic record labels. An extended wordmark and strong ‘O’ device created an impactful and ownable brand which would look at home on an underground club poster.
The patterns themselves are inspired by Overtone’s name. Overtones are frequencies that alter the qualities of a sound, so Thirst translated this idea into a visual by using lines and colour to create illusions that changed the qualities of the label in front of your eyes. These patterns tied in with the styles of beer as well as creating a piece of art on shelf.
This design is as pragmatic as it is powerful. With infinite pattern possibilities that can be turned round at speed, Overtone are able to continue their innovative brewing while keeping their brand strong and their labels fresh over and over and over again.
Design Agency Name: Thirst Craft
Organisation/Project Type: Agency, Published Commercial Design
Article Title: Thirst Craft Put Overtone Into Overdrive With a Club Scene Inspired New Brand
Brand / Project Name: Overtone Brewing Co
Project Type: Consumer Brand Creation
Strategic Deliverables: Consumer Brand Strategy, Consumer Brand Naming, Consumer Product Naming, Consumer Tone of Voice, Consumer Brand World, Consumer Product Brand Architecture
Design Deliverables: Consumer Branding, Consumer Brand Creation, Consumer Brand Identity, Consumer Brand Identity System, Consumer Brand Guidelines, Consumer Brand Experience, Consumer Graphic Packaging Design, Consumer Brand Advertising
Location: United Kingdom
Market Country: United Kingdom
Market Region: Europe
Project Category: Beer and Cider
Consumer Packaging Format: Can, Keg
Consumer Substrate / Material: Metal