San Diego-based Butcher’s Brewing made incredible craft beer. Crafted by award-winning chef and master brewer Rey Knight, the beer was a culinary experience. It consisted of pig iconography and ye old lettering that just wasn’t resonating with Southern California’s health-conscious, quality-craving consumers. Butcher’s tasked BLVR to come up with a new brand concept that could help them stand out in a crowded category.
Our packaging journey began by taking cues from the craft food category. We took an artisan approach with minimalist type and a clean color palette with pops of red, designed to disrupt the busy beer space and stand out on the shelf. We developed a numbering system that helped customers identify their favorite beers, and paired that with the beer’s tasting profile and pairing notes. Then we built a story around Rey and the culinary soul he brews into every drop. The packaging featured textured watercolor paper, neck wraps, and tactile embossed patterns and was finished with Rey Knight’s signature.
The Rock Church