Ampleforth Abbey Beer given branding and packaging overhaul by Design Futures
Packaging for Ampleforth Abbey Beer has been developed by Design Futures at Sheffield Hallam University.
The beer, first brewed in the 17th century and continued to be produced by monks at Ampleforth Abbey, has a new brand and packaging design, which launched at the end of June.
The rebranding came about after the monks approached Design Futures, who had completed a rebranding project for organise brewers, Little Valley Brewery in Hebden, West Yorkshire.
The new visual identity will now be rolled out across the Ampleforth Abbey Beer product range.
John Kirkby, creative director of Design Futures, explained: "This design project was more than just a label for the new beer, it was a chance to develop a visual identity which can be used across the growing range of Ampleforth products including their already successful cider.
"The abbey is steeped in history and tradition but we wanted to avoid too many monastic cliches and produce a label design that is clean, clear and stands out on the shelf.
"We believe the final design looks traditional without appearing old fashioned. We visited the fabulous monastery museum to look into the archives and to get a real feel for the place.
"The logos which appear on the label are the original monastic coat of arms."
Sean McFetrich, director of commercial operations at Ampleforth Abbey, added: "The design of the label for Ampleforth Abbey Beer perfectly encapsulated the brief of not being too commercial in look but still needing to look striking, appealing and draw in the consumer.”
Design Futures has now been commissioned to work on further label design projects for Ampleforth Abbey.
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