Contributed by Bobby Burrage of Norwich-based The Click.

Humpty Dumpty Brewery

Located in Reedham — a small village in the heart of the Norfolk Broads — Humpty Dumpty Brewery is a microbrewery, delivering cask and bottled real ales to pubs and retail outlets across East Anglia.

We were appointed to rebrand the brewery and design new packaging and pump clips. The client wanted to shed their local, traditional and quaint ‘homemade’ identity that incorporated a range of paintings and illustrations, as well as a mix of typefaces. The new design is bold, iconic and confident — providing a solid foundation to continue building upon their growing reputation. It features a spectrum of colours, one for each beer, coupled with a base colour of matt black.

The new design scheme is entirely influenced by the brewery’s name — from top to bottom. The bottle cap references a wall, detailing the joining of bricks, whilst the negative space between the blocks create an ‘H’ for Humpty Dumpty.

Humpty Dumpty Brewery

Humpty Dumpty Brewery

Humpty Dumpty Brewery

Humpty Dumpty Brewery

The brand logo is reversed out of a graphic brick wall at the base of the bottle. And, sitting on top of that, the Humpty Dumpty egg-shaped lozenge accommodates the name of the respective beer — set in MFRED, a bold, condensed display typeface. The back of the label also utilises the modular brick graphics — even down to the positioning of the barcode.

Humpty Dumpty Brewery

Humpty Dumpty Brewery

Humpty Dumpty Brewery

Humpty Dumpty Brewery

Humpty Dumpty Brewery

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February 16, 2016

Comments

Way too simple. I understand this is the prevailing design aesthetic these days, but to me, Humpty Dumpty suggests cartoonish and whimsical. Reducing the idea of Humpty Dumpty to a geometric egg and brick wall is too reductive and not very imaginative.

Quite the contrary Paul. You need to remember that they are not just trying to be imaginative; they are trying to develop a creative idea that is aimed at the target market. Having Ale with Childish cartoons will not be a good platform to launch their brand on. It is definitely a creative concept with the limitations they had.

I like it. The design depicting the egg on top of a brick wall is nicely done and the design elements go well with the grid-like layout.

As far as it needing to be cartoonish, I don’t feel it needs to go that route. Staying away from a cartoonish design works well as it’s an “adult” beverage.

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