Raise your glass to Crafty Dan! With over two hundred years of brewing success, Thwaites created their new range of brews as an innovative response to the growing craft beer market. WPA Pinfold designed Crafty Dan, aiming to keep the loyalty of current consumers but also expand the brewery’s horizons.
“The creation of the Crafty Dan range is Thwaites’ answer to the American craft beer revolution that has hit our shores. These beers are bolder, with bigger flavours – yet, ironically, are based on traditional English ale styles. Each design has a clear definition of its beer style (which is a key communicator for today’s more experimental drinkers) and supporting copy emphasises the more challenging ingredients and flavours.”
Three varieties are available: a Golden Ale, an IPA, and a Brown Ale, or the Triple C, 13 Guns, and Big Ben, respectively. Each label is slightly off-white, with a black sans serif font, and each flavor has its own color identity. This color is used for the written text of each brew’s name as well as the representative illustration on the front. A small version of this image also appears on the bottlecap.
