Graphic design studio Horse has created the brand identity and packaging system for Good Things Brewing, a new Sussex-based company with a goal to build the world’s most sustainable brewery.
Founded by Ian Firth and Sarah Pidgeon, Horse is an award-winning, multi-disciplinary graphic design studio based in the UK. In 2019, the studio was asked to work on a brand identity including packaging for Good Things Brewing, a new Sussex-based company with a goal to build the world’s most sustainable brewery, which means a target to be completely energy-efficient as well as off-grid with everything recycled and reused from water to grain. Please read more below the following image.
“The way beer is brewed is really inefficient. And in the UK, we brew a lot of beer. A lot. Raw ingredients are shipped in from all over the world, the leftover grain is recycled inefficiently and huge amounts of energy and water are wasted. Our planet simply can’t sustain it.” says Sam Robinson, founder and creative lead at Good Things Brewing Co.
Studio Horse has created a core icon that conveys the brand’s products, combined with a feeling of nature and peace. A linear, graphically styled bird, whose tail feathers mimic an ear of barley, is used boldly across each of the variants. This is paired with a soft color palette on a textured matt paper label for a natural and tactile feeling in the hand.
Studio Horse has considered the brand holistically, ensuring they tell their story in the most sustainable way. Wooden bar pump badges give a unique and natural look in bars, and the brand book is single-colored, printed on recycled paper using vegetable-based ink and an eco-printing press. And whilst fully recyclable, Horse hopes the beautiful monochromatic design encourages readers to spread Good Things and pass it on.
The studio brings to life some rather startling statistics with their illustrative brand deck. “It takes 94 trees a day to absorb the carbon footprint of just one pint, and the UK beer industry produces 2.16 million tonnes of carbon dioxide every year. That’s like driving a double-decker bus around the world 108,121 times. A good reason to make some big changes to the brewing industry.
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