There’s an outdated saying in Jamaica that if you happen to ask for a beer, you’ll get a Crimson Stripe. So, when Bulletproof was approached to revamp the packaging, one phrase got here to thoughts.
Mark Hyperlink, Artistic Director at Bulletproof, explains: “Crimson Stripe’s positioning – ‘Stand Up’ – was born from the very essence of what it means to be Jamaican; defiant, passionate, and rattling pleased with the place we come from. But the packaging informed a really totally different story.
“Over time, the model components had been tinkered with and now not labored collectively, with little unity on a world degree. With an inflow of beers additionally coming into the world stage, it was time for Crimson Stripe to face up and stand out – sustaining the relevance of this well-known purple stripe in Jamaica, with out shedding its countercultural associations in Europe.”
Bulletproof’s problem was to raise the model and enhance its relevance with out shedding its genuine roots. The response was anchored within the perception that Crimson Stripe wasn’t only a beer from Jamaica, it was the “Jamaican Unique”.
“Our answer to the problem was to maintain Crimson Stripe unapologetically, defiantly true to its wealthy roots,” says Hyperlink.
The inventive course of started by digging by means of the model archives. Bulletproof found one of many first iterations of the founders Desnoes & Geddes’ monogram and resurrected it, reappropriating the icon as a stamp of high quality while constructing premium perceptions. This not solely breathed new life into a chunk of heritage fairness, however it additionally allowed the company to make bolder decisions elsewhere.
The wordmark had been stretched over time and Bulletproof sought to provide some respect again to this iconic mark – modifying the overly sheer angle and kerning to really feel extra upright and open, giving the wordmark room to breathe, and freshening up an iconic asset. Including fluidity into the letterforms by means of handwritten loops and refining the tail-flicks injected a way of angle, capturing the manufacturers defiant character.
The eponymous purple stripe in its present iteration had began to grow to be extra like a ribbon than its namesake. By fixing the angle to a candy spot of 30º and giving its confidence again, it as soon as once more turned an iconic image of defiance. And with new, clear parameters in place, alternatives to make use of the stripe opened up past packaging while sustaining consistency.
To raise “Jamaican Lager Beer” from a motive to consider into a degree of pleasure and credibility, Bulletproof selected a script for “Jamaican” that nodded to the hand-painted indicators of Jamaican dancehalls. The slanted layering gave a way of angle, as if it was placing a pose and pleased with the beer that lies inside.
The result’s a design that feels actual, up to date, and unmistakable. The Jamaican unique befitting its countercultural chops and injecting a daring sense of defiance within the course of.
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