AIM
Born as a response to the one-dimensional beer culture in South Africa, Devil’s Peak challenges everything you think you know about beer.
Idea
Rooted in place, the brand tells the stories of Devil’s Peak and surrounds with style-led concepts like King’s Blockhouse IPA and First Light Golden Ale.
DESIGN SOLUTION
The designs reflect craftsmanship, idiosyncratic style and the underlying belief of ‘truth to material’ – where the insides inform the outside. The architecture is inspired by a playing card legendarily used in the game between the devil and Van Hunk’s for which the infamous peak is named. The logo is an iconic ambigram. Layers of discoverability are included at every level from innuendo in copy to a unique barcode design.
RESULT
The designs won spontaneous public attention at beer appreciation festivals and on social medias, ultimately making the brand one of the top 3 craft beer brands in the country.
