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This beer emphasises branding over flavour

Super Jay packaging

Super Jay's brand identity combines character and individuality

Creating identities for food and drink packaging is a great way for designers to get started in the industry (opens in new tab), with this illustrative packaging style for Super Jay demonstrating the possibilities branding offers.

Made by strategic design firm PWW (opens in new tab), the branding for American Pale Ale Super Jay is lead by identity rather than flavour. Based around migrating Jaybirds, the packaging reflects PWW's London and Seattle based offices.

The Super Jay story is all about combining beers from different times and places, which is reflected in the branding. The packaging's typography blends into the graphics, as shown in the capital 'J' which blends into the Jaybird symbol.

With a second batch of French ale on the way, whose label will incorporate French, avant-garde style typography, the message of PWW's packaging looks set to spread all around the world.

Get a taste of Super Jay's amazing packaging with the images below.

Super Jay packaging

Jaybirds from the Lake District inspired the design

Super Jay packaging

Blended flavours are reflected in the packaging's typography

Super Jay packaging

Future releases will incorporate new typography styles

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Dom Carter
Dom Carter

Dom Carter is a freelance writer who specialises in art and design. Formerly a staff writer for Creative Bloq, his work has also appeared on Creative Boom and in the pages of ImagineFX, Computer Arts, 3D World, and .net. He has been a D&AD New Blood judge, and has a particular interest in picture books.