BRIEF
Create a packaging refresh for St Austell Brewery’s flagship beer, Tribute, to better appeal to a younger, craft beer-savvy audience. The goal was to update the packaging while preserving the brand’s rich heritage and maintaining its core identity, especially its strong Cornish roots.
CONCEPT
In response to the rising popularity of craft beer among younger consumers, the packaging for Tribute was given a more vibrant and contemporary update. A bold, punchy purple was introduced to make the product stand out on the shelves, catching the eye of the target audience without straying too far from the brand’s traditional color palette.
The design itself was streamlined for a more modern look, simplifying elements to create a cleaner, fresher aesthetic. Despite this, the essence of the brand’s heritage was preserved through thoughtful design touches that nod to Tribute's roots in Cornwall. The visual cues, from the typography to the iconic imagery, remained familiar, ensuring continuity while appealing to a new generation of beer drinkers.
This refreshed packaging strikes a balance between modern appeal and traditional values, positioning Tribute as both a classic Cornish ale and a product that speaks to today’s craft beer enthusiasts.
ROLE
- Creative concepts
- Art direction
- Visual design