Rye River Brewing
Rye River are famous for well-known mainstream craft beers. However, the brewers in Rye River wanted to create something extra special and niche that would truly celebrate the craft that goes into brewing. They wanted to create a product that would appeal more to beer connoisseurs rather than the usual mainstream audience.
Together with Bord Bia we identified the profile of this audience, segmenting and categorising a new part of the market as Specialist Craft. The creative output was a limited-edition range of small batch craft beers under the Rye River name, and a pack design that shook up the market with different print finishes and a striking look.
The can, the beer connoisseur’s preferred format, was matched with a clever labelling system perfect for small batch beers. The bold and simple monochromatic base Can features a newly developed brand mark portraying a diving kingfisher (an icon already associated with the Rye River brand and frequently seen near the brewery), finished with a contrasting black can top.
The tall, silver cans are offset by colourful, foiled labels, uniquely placed towards the base of the can. The layers of coloured illustrations and unique batch details each tell the finer details of the beer story and the inspiration behind the brewer’s craft.
“We chose Greenhouse based on the quality of their pitch, clear communication, their portfolio of previous work and their outstanding creative ability which was apparent throughout the process. We found them professional, easy to work with and the finished design exceeded our expectations.”