Our latest project features a meticulously crafted Continental range alongside a modern Craft lineup. This work transcends traditional functional packaging, evolving into something that is not only expressive but also authentic and engaging.
Each lager in this collection is brewed in its country of origin, necessitating a design that reflects its authenticity. Furthermore, it must differentiate itself from both private label and well-known global brands, making the challenge even more intriguing.
Thirst’s solution was to develop a storytelling system inspired by vintage postage stamps. Each beer is portrayed as a destination, celebrating its roots through distinctive typography, bold colors, and unique illustrated mascots.
This stamp concept creates a flexible yet structured system, enabling each SKU to showcase its individuality while remaining part of a cohesive brand narrative. Additionally, this design introduces an element of collectability, inviting shoppers to explore and engage with the entire range as a cohesive set.
Illustration plays an essential role in this design. Nationally significant animals from each country are depicted in a modern etched style, echoing the intricate details found in traditional stamp engravings. This layered visual language not only adds depth and craftsmanship but also reinforces the notion of provenance and place, which is essential in food and drink sustainability.
Simultaneously, the Craft range adopts a more direct and contemporary approach, primarily focusing on brewery collaborations. It effortlessly maintains cohesiveness across core, premium, and alcohol-free variants.
A bold badge device occupies the center of this system, elevating the brewery partnership to the forefront of each can. Meanwhile, M&S serves as a consistent sign-off and mark of quality. This hierarchical shift enhances clarity and credibility, firmly positioning the beers within the craft space.
“We wanted to challenge the idea that own-label beer has to feel safe or predictable,” stated Matt Burns, Executive Creative Director at Thirst.
“For the Continental range, we leaned into storytelling and detail to celebrate where each beer comes from. The Craft range is more direct and expressive, built around partnerships, flavor, and personality,” he added.
Dave Bond, Designer at M&S, highlighted the standout use of color, commenting on palettes that feel “fresh and contemporary.” He noted, “The new designs show a deep understanding of both the M&S brand and our customers. The difference from the previous range is night and day – this is a truly first-class outcome.”
