London Beer Lab gets new identity from Elmwood to compete in craft beer market

Brixton-based craft brewery London Beer Lab has introduced a new identity as it looks to compete in the jostling craft beer market.

The company worked with Elmwood and briefed the agency to create a label identity that could support London Beer Lab's expansion plan to sell the product in local craft beer shops and public houses rather than exclusively in the brewery.

The design also needed to reflect the founders’ history of sharing recipes as an open source brewery, and making the craft beer world more accessible.

Elmwood based the new label creative on the idea that London Beer Lab marries craft and curiosity and split the design space in two. The top half of the label represents craft with an enlarged logo while the bottom half represents curiosity and can be adapted for each beer made, including the opportunity to write notes by hand.

The label is also removable, held to the bottle with only a rubber band, and can be pulled off to reveal tasting notes and space for consumers to improve the formula on the reverse.

Peter Aldous, creative service director, Elmwood said: “A wonderfully broad creative scope gave us a platform to challenge industry norms – from writable varnish through to securing the labels with elastic bands, the potential solutions were largely unrestricted!"

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