Creativity

RedHook Brewery: Packaging Redesign

Seattle design/branding agency Hornall Anderson Design Works has redesigned local microbrew Redook's complete line of packaging. "We jumped at the chance to follow the client's only real direction, 'Defy ordinary,' " says HADW project man

Published on Oct 14, 2005

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Seattle design/branding agency Hornall Anderson Design Works has redesigned local microbrew Redook's complete line of packaging. "We jumped at the chance to follow the client's only real direction, 'Defy ordinary,' " says HADW project manager Bruce Stigler, quoting the brand's slogan. "Redhook wanted its new packaging design to return to its craft roots." This includes, according to Stigler, incorporating a "unique split label; whimsical action words like 'open here,' 'imbibe,' 'drink' and 'grab'; and the juxtaposition of old-world craft and contemporary graphics to better reflect each flavor." Individual bottle cap identifiers and a proprietary bottle design round out the effort, and Stigler believes "we were able to re-energize the brand without straying from original consumer familiarity."

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