One of the pioneers in South Africa’s craft beer industry, Devil’s Peak Brewing Company wanted to target non-craft beer drinkers by launching a lager.
Having partnered the company since its inception, our creative team used their intimate knowledge of the packaging, labelling and language to create an identity for the new mainstream offering that remains true to brand.
Re-interpret the crafted character of the brand in a more accessible way, building off the playing card motif, as inspired by the origins of the name “Devil’s Peak” and adapting it to become a more traditional beer badge.
“Devil’s Peak Lager highlights the tradition of beer crafted with care, to be distinctive and full of flavour. In simple terms, it’s beer as it should be.”
Steven Jowell, Managing Director of Devil’s Peak Brewing Company.
The designs were quickly winning public attention at beer appreciation festivals and on Facebook and twitter. It also won a Bronze Loerie for the design and received a special featured in GRAPHIC DESIGN on Behance.