Changing the look of craft beer


devilspeak2 2 resizedDevil’s Peak Brewing Company (DPBC), a boutique-sized craft beer brewery situated in Cape Town, recently appointed Just Design, a Stellenbosch-headquartered brand design agency, to conceptualise and ‘package’ a look and feel for their new-to-market craft beer range.

Known for its one dimensional beer culture, South Africa has recently seen a welcome development and increase in the number of microbreweries. DPBC has tapped into a market beyond its niche audience and now offers all SA beer lovers the opportunity to enjoy ‘the authentic taste of real beer’.

The client brief required Just Design to create labels and packaging for each of the four beer variants. The medium gold King’s Blockhouse IPA has a citrus, floral and passion fruit character, while the First Light Golden Ale combines a moderate fruity aroma with floral characteristics; the Woodhead Amber Ale sports a moderate hop aroma and the Silvertree Saison, with its yellow-orange hue, is a refreshing, medium fruity and spicy ale.

The team created four distinctive styles and designs for each variant, evoking the idiosyncratic style and ethos of the Devil’s Peak Brewery Company’s slogan: ‘Truth to Material’ – that is, what you put in is what you get out.