SAMUEL SMITH: IDENTITY REDESIGN
The contents of this project are an imagined brand redesign for Samuel Smith. Project contents will also include my imaged Samuel Smith stout family 3-pack package design.
Samuel Smith brews at the Old Brewery, Tadcaster – it is Yorkshire’s oldest brewery. Traditional methods of brewing have been retained at The Old Brewery. The Samuel Smith brewery still has its own cooper making and repairing all its oak casks; all Samuel Smith’s naturally conditioned draught beer is hand pulled from oak casks. The original well at The Old Brewery, sunk in 1758, is still in use. Brewing water is draw from this well, 85 feet underground.
The original packaging has a traditional feel, which reflects Samuel Smith's story. The varieties of stout flavors (chocolate, oatmeal and imperial) also provide an opportunity to unify the branding.
The original label designs are clustered and busy, which can be confusing to consumers. The current labels also have dated typography, dating the product in an unfortunate way. Each beer flavor's design is also vastly different, creating a lack of brand cohesion. Simplifying the design, creating hierarchy, and giving the branding an updated look would greatly enhance the brand and product.
The challenge with this task was creating a new, modern brand, while still keeping Samuel Smith's old, historic feel.
Apply the new brand to Samuel Smith's milk stout flavors is a great way to test the revised branding. If successful here, it could then be applied to the entire line.
By simplify the label as much as possible and reducing the noise, consumers can focus on the information that is important. Minimal color, on top of black and white allow for a clean design, making the stout flavors stand out. Minimal changes from label to label help give the brand a much needed cohesive feel.
Developing a package to house all three stout flavors is a great opportunity for customers to try each great flavor. The stout family pack is in a convenient package, equipped with a handle for easy carry.
Making this concept a reality posed some interesting challenges. Concepting on paper allowed for my to prototype without wasting an ton of materials. View more process here.