London Beer Lab: advert-top-1 by Elmwood

The creative was founded on the recognition that London Beer Lab successfully marries two distinct points of view: craft and curiosity. This unique combination sees the invitation to meddle with malts and consistently discover new things, juxtaposed with world-class expertise that ensures brews are a success.

To bring this brand ethos to life on a label, Elmwood split the design space into two conceptual areas. Representing craft with an enlarged logo and key brand messages, the top half of the label stays consistent to ensure a recognisable brand identify regardless of brew. The bottom half represents curiosity and can be adapted for each beer made, including the opportunity to write notes by hand.

Elmwood also helped to evolve the existing brand marque, keeping the original flask to represent the handmade element of the product. However, a more modern version was developed to sit alongside two new fonts that look hand-drawn to really drive home the craft message.

Undeniably Elmwood’s most innovative part of the design isn’t in the label’s aesthetic, but rather the fact that it is removable. Held to the bottle with only a rubber band, the label can be pulled off to reveal tasting notes and space for consumers to improve the formula on the reverse.