Packaging » St Austell Brewery
As part of a ‘new ale’ competition in Asda, Creative Direction were invited to submit a design for Smuggler’s Ale. After reaching the final through a taste test, Smugglers competed in the final six to see which would sell best based on packaging alone. Smugglers won - outselling the competition 4-1.
This was achieved by a semi-photographic approach to the packaging, reflecting Cornwall and where the smuggling took place. We steered the client away from the predictable ale packaging in dark colours and the predictable gold and silver foil options, which coincidently tend to look black under most supermarket neon lights... the trick worked and Smugglers won a full time listing on the Asda shelves.
