Red Stripe
Some type of sub-title
Some type of sub-title
Red Stripe was formed one day after Thomas Hargreaves Geddes and Eugene Desnoes met in the offices of the West Indies Mineral and Table Water Company in Kingston, Jamaica. Together the began brewing beer, starting with Red Stripe. In 1927 Desnoes and Geddes announced the opening of the Surrey Brewery in the heart of Kingston. The first Red Stripe brewed was brewed a year later, the brew started out dark and heavy more like an ale then the lager we all know and love today. Intent on producing a beer of international quality, the company’s first Jamaican brew master, the Honorable Paul Geddes, traveled around the world to extract the very best from other brew masters and experts. Geddes, along with his colleague, Bill Martindale developed the winning formula for Red Stripe . The founding of Red Stripe became a milestone in Jamaican history. Starting in 1934 the light, golden Red Stripe of today was first brewed. In 1958 Surrey Brewery was closed down and an ultra-modern plant at Hunt’s Bay was opened. It was the most modern brewery in the Caribbean of it’s time. When Jamaica became independent from Britain in 1962, a British columnist for The Daily Gleaner wrote ”the real date of independence should have been 1928, when we established our self respect and self confidence through the production of a beer far beyond the capacity of mere colonial dependents.”
The project was to re-brand an existing line of beer. Red Stripe is a brand that has a lot of equity from which to build but still room for changes. During the research phase of the project I discovered that Red Stripe is quite involved in the music scene, both underground rock and punk. This 18 to 30 age demographic tends to run more urban. The look of the beer has always had an older feel to it, very simple straight forward. The question was how to bring a classic beer from the 1930’s to the newly legal drinking crowd of today. The challenge was to create a brand that feels young and urban while not completely alienating the older loyalists to the beverage.
The concept is graffiti beer, the label has a stucco white wall texture with the Red Stripe brand stenciled over it in spray paint. To keep certain equity, th logo is on the same angle as the existing package as well as the red bars at the top and the bottom. The current package uses a two color ACL label due to the amount of texture and detail in the redesigned bottle ACL, or Applied Ceramic Labeling, could not be used and a paper label was introduced. Because Jamaica is an island with a thriving diving and beach culture, the idea for the 12 and 6 pack carriers reflected both activities. The graphics from flyers from various beach parties are adhered to the background, layered and weathered. The D&G seal is carried throughout the system in it’s original form but more integrated with the other graphics within the packaging and labeling system.
The project was to re-brand an existing line of beer. Red Stripe is a brand that has a lot of equity from which to build but still room for changes. During the research phase of the project I discovered that Red Stripe is quite involved in the music scene, both underground rock and punk. This 18 to 30 age demographic tends to run more urban. The look of the beer has always had an older feel to it, very simple straight forward. The question was how to bring a classic beer from the 1930’s to the newly legal drinking crowd of today. The challenge was to create a brand that feels young and urban while not completely alienating the older loyalists to the beverage.
The concept is graffiti beer, the label has a stucco white wall texture with the Red Stripe brand stenciled over it in spray paint. To keep certain equity, th logo is on the same angle as the existing package as well as the red bars at the top and the bottom. The current package uses a two color ACL label due to the amount of texture and detail in the redesigned bottle ACL, or Applied Ceramic Labeling, could not be used and a paper label was introduced. Because Jamaica is an island with a thriving diving and beach culture, the idea for the 12 and 6 pack carriers reflected both activities. The graphics from flyers from various beach parties are adhered to the background, layered and weathered. The D&G seal is carried throughout the system in it’s original form but more integrated with the other graphics within the packaging and labeling system.
