Real Ale Embraces Brand Cohesion

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In 2015, Real Ale Brewing Co., a beloved Texas craft brewer, decided to reinvent its brand identity system to better stand out in a crowded competitive industry. Real Ale turned to The Butler Bros, an Austin-based brand studio, whose challenge was to create a design system that was flexible enough to communicate the unique characteristics of each brew on cans, bottles and casing, yet cohesive enough to present the Real Ale family as a unified brand across store shelves.

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The solution: each new bottle label is crowned with the Real Ale black flag with the wordmark prominently displayed in white. Directly below, a large color block — each SKU has its own hue — communicates the name of the brew in large block letters. Artwork and smaller text provides more info on the taste, the alcohol content and the brand’s core message: “Unfiltered. Only in Texas. Unpasteurized.”

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In addition, the Austin designers also created custom woodblock icons to represent each beer’s distinct personality on the packaging. The symbol for Three Lions, an Imperial IPA, is a roaring king of the jungle, while Russian Imperial Stout Commissar features a military medal.

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