IBU

Breaking into a crowded category meant IBU needed to do more than look good — it had to leap off the shelf. From naming to packaging, the goal was to bring a bold, confident energy to this new beer brand for Rye River Brewing Co.

We started by building meaning into the name. IBU — short for International Brewers United — was a nod to both the brewing process (measuring bitterness) and the diverse team behind it. It struck the right balance: enough brewing credibility to stand out, but still approachable for shoppers in Tesco Ireland and the UK.

The design followed suit. A compact, three-letter lock-up gave us the perfect structure for a tall, cylindrical can — simple, striking, and full of presence. Our brand idea, ‘Beer with More Dimension’, became the creative springboard for everything that followed.

Labels were brought to life with bold, almost 3D typography and colour palettes inspired by each beer’s origin or character. Finishes like matte varnish and raised tactile elements created a layered, touchable feel — inviting people to not just grab a can, but to explore it.

We wrapped it all up with punchy, three-word tasting cues on each variant — because great beer deserves to be picked with confidence.