Dale’s story began with him brewing beer in his garage. He started commercially brewing in 2011 after picking up multiple home-brewing awards and has been recognised with numerous additional awards since.
When Dale approached Lucid, he wanted a new label and brand refresh that was bold, would stand out from the crowd, and that would be memorable and elegant when held in the hand.
After a lot of brainstorming and conceptual work, we based our design on stylised line-drawings of landscapes of various Nelson landmarks.
We chose bold Pantone™ spot colours on a white textured matte stock with a high-build on the lines to make the experience of drinking Dale's beer tactile, memorable, and special.
We also designed shipping boxes, six-packs, festival flags, tap badges, fliers, and bar panels (for his mobile bar).