wagamama / meantime —
A collaborative beer label design for two major food and drink companies.
We were approached by wagamama to design labels for their collaboration with Meantime Brewing Company to expand their drinks offering to include a range of pale ale's. Kansho is a pale ale with ginger and lime, whilst Kikku is flavoured with shichimi and has a fiery kick and Natsu has a passionfruit twist. Illustrating the flavours within each pale ale whilst visually demonstrating the 50/50 collaboration between wagamama and Meantime was the core part of the brief.
Project Overview —
Exploration
Initially we explored a variety of creative styles and techniques, including graphical, typographical and abstract through to hand written acrylic and linocut. The concept selected cleverly balances the look and feel of both wagamama and Meantime. A bold typeface in the centre is framed above by a hand illustrated depiction of the flavours (from wagamama) and underneath by a graphical treatment of the Meantime cog. This lock-up ensures that when the range expands to include other flavours, there is a consistent look and feel across the range, whilst ensuring each product has it's own personality.
The Final Route
From the client…
“The team at The Tidy Agency worked with us to design the labels for our three new craft beers, Kikku, Kansho and Natsu. It was an exciting project for us, and having never had own branded beers before, the brief was fairly open. As the beers are in collaboration with Meantime Brewing Company, there were two sets of brand guidelines to understand and adhere to, and both were done with such ease. Working to an incredibly tight deadline, we were impressed with how quickly options were presented to us and how our feedback was taken on board and turned around with such speed into something beautiful. A perfect balance of two brands and a great identity to reflect the beers themselves. Thank you.”
Helen Hyland - wagamama
