- Designers Sarah McAlpine
The brief asked for the design of a brand and beer labels for an up-and-coming craft beer company called Sutherland Ales, based in Sutherland in Scotland, with a target market of upmarket males aged 35-55.
I aimed to create beer labels which fostered a personal connection between the consumer and the people behind the beer, contrasting with the mass-produced competition.
Using duotone photography I showed the working hands of the farmers and brewers on the labels to foster the connection, while also showing the quality ingredients used. The double-headed wheat logo represents the two men that started the company. The labels were printed on Chapri Laid Sunhemp from Paperchase, a rough, natural paper, giving the labels a tactile and authentic feel.