Arobase Creative were asked to create a label design for a special new craft ale, brewed by Mad Dog Brew Co. in collaboration with Bristol Museums to mark the 200th anniversary of the institution of civil engineers. The new pale ale titled “IKB IPA” is an homage to the work of Isambard Kingdom Brunel, who left his mark on the city of Bristol during the industrial revolution with internationally recognised landmarks such as the Clifton Suspension Bridge, SS Great Britain and Great Western Railway.
We illustrated the iconic landmarks in a simplified geometric line style to reflect the precision and quality of the engineering and create a blueprint aesthetic. To create a bold front of pack we used period typography, loosely inspired by victorian era packaging, and contrasted this with a vibrant sans-serif annotation. The design of the label was adapted for pump clips, coasters and pint glasses.
The period typography in Aerobase’s description is Tenez, a typeface created by Plau to be vintage-looking and somewhat reminiscent of Victorian Era, especially of the heavy Didones used in wood type at the end of the 19th century London. The important difference is how organic one can make such wood type reference in the digital era. Paired with Darwin, by Los Andes – an “eclectic assembly of grotesque, geometric and humanistic styles” – it achieves the vintage yet modern look that’s very appropriate for a craft beer created for a Museum.