brand identity, packaging design

John Barleycorn Ale. Label Design

concept

Our collaboration with the John Barleycorn Brewery made the goal obvious: design a packaging identity for a series of artisan beers that would be immediately recognizable, emotionally resonant, and brazenly different from any other product on the store.

challenge

The brewery was starting a new series of four distinctive beers—white Beer, Pale Ale, American Ale, and Dark Ale—and required a visual identity that would not only unite the product line but also reflect the brand's adventurous attitude and artisanal roots. The packaging needs to be iconic, flexible, and able to stand out in a crowded craft beer market.

solution

Built on a central visual metaphor—a hop cone being transported by nostalgic cars—we created a set of graphic labels. Every beer comes with its own quirky ride: a classic delivery truck, a retro pickup, or a vintage van. While the cars provide a feeling of mobility, discovery, and legacy, the big hop cone represents freshness, workmanship, and nature.

A humorous yet meaningful drawing combining old transportation with natural components brings each beer in the John Barleycorn series to life, hence supporting the narrative of a handcrafted trip from hop farm to brewery.

The design is anchored by minimal lettering, a textured off-white backdrop, and a noticeable badge-style emblem, so guaranteeing brand awareness throughout the spectrum. Every SKU has its own color-coded badge and picture, providing diversity inside a consistent system.

publish date: 2021
project type: logo design, label design
client: John Barleycorn Brand

American Ale

A bright red vintage pickup truck carries a large hop cone in its bed. The label, “Christmas Fresh Cut Hops,” supports the concept of natural freshness and artisanal craftsmanship.

Tone: Classic, strong, and based in American legacy.

Dark Ale

A black utility van with understated red accents transports the hop cone like a prized cargo. The vehicle selection and color scheme express depth and intensity.

Strong, contemporary, and slightly enigmatic tone—appropriate for a darker brew.

Pale Ale

Like road-trip clothing, a two-tone camper van in soft teal and orange balances the hop cone on top. It inspires inquiry, lightness, and motion.

Tone: Friendly and adventurous—ideal for a pale ale that is pleasant.

White Beer

A bright orange minibus with the cheeky motto “Save Water Drink Beer” emphasizes the laid-back and friendly character of the beer. The big hop on the roof gives it an organic spin.

Ideal for informal times, tone is cheerful, young, and funny.

project overview

Playful but luxurious, the last packaging balances hand-drawn art with crisp contemporary design. It appeals to craft beer lovers as well as those knowledgeable about design. From fridge shelf to social media, the collection offers great visual impact and memorability.