As today’s consumer demands more choice in their beer, Greene King developed a range of small-batch craft beers in order to experiment, innovate and show off their brewing talents.
Angram were commissioned to develop a new Craft unit to promote this offering, enhancing the Greene King proposition on the bar and guiding consumers to buy.
We took our cues from the brewing process, specifically the traditional copper fermenting vessels used in Greene King’s brewhouse. The base of the new craft font has recognisable details like brass bolts and engraving, all of which reflect this traditional brewing equipment.
The tap handle adds to the crafted feel, individually made in wood and branded with the Greene King logo. At a glance, consumers can see the depth of the range and choose which beer to try next.
The new craft font has been hugely successful for Greene King, enhancing the customer experience from the moment they walk into a pub and see Greene King’s range on the bar.
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