- Designers Chloe McKinley
Sutherland Ales is a premium, small-batch craft brewery based in Lochinver, Scotland. The brief was to produce the branding identity and labels for their launch.
The brand wanted to target those with a love of the outdoors and pride in quality and curiosity. With this in mind, the concept was to tie the outdoors back to the beer.
The logo solution features a stevedore knot, a decorative knot that prevents rope from fraying. This was used to symbolise the many links the beer has to its surroundings, the local community, and its consumers. Each label features a collage of a location in Sutherland, with each chosen to convey the tasting notes and emotions associated with each beer. The real locations encourage drinkers to be curious and explore.