Branding, label and packaging design for Hooten beer.
Percept were chosen to develop the branding, design the label and packaging for private label beer brand, Hooten.
New to the Australian alcoholic beverage market, Hooten is fully imported from Holland. The name Hooten was provided by the client, but aside from that, there was no established brand so everything was created from scratch.
The brief was to create a beer brand for the Australian market that was unique, identifiable, credible and memorable. It was also to visually communicate to the customer that it was a quality beer from Holland.
We made a strategic choice to conform to some of the conventions used by European beers that would successfully position this beer as a high quality, yet affordable product within the imported beer category.
Percept utilised the Dutch lion and their national sporting colours to communicate the country of origin. And to fit within the premium beer category, a long necked green glass bottle was chosen along with a traditional label shape. Use of the name within a banner, backed up by symbolism developed specifically for the Hooten brand give this beer its own unique personality.
A foil label and the icons that were developed for the natural ingredients used add to the story that this is a premium product.
The packaging for the six packs introduces a background of traditional Dutch houses which further enhances the authenticity of the origin of this finely brewed beer.
The six packs are placed into trays and then shrink wrapped for sale as a case in the retail environment where they are available throughout Australia.
As the beer was traditionally brewed, bottled, labelled and packed in Holland, it meant that all the print production and labelling was done over there which was handled from Australia with great management and communication skills from our Sydney based client, making for a fantastic end result.
If you would like to try this great beer, you can pick up a case at any Liquorstax outlet.