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Beer Malt

A South African Traditional Favorite Gets a Modern New Look

by Natalie Mouradian on 09/20/2017 | 3 Minute Read


In South Africa, Mitchell’s Brewing is well-known for being the original in the craft beer market. Their brand needed a new look in order to appeal to the modern consumer, and thus The Butcher’s Shop stepped in and helped create this streamlined design.


“Mitchell’s Brewing was founded in Knysna in 1983, making it South Africa’s original Craft Brewery. Since the creation of the original label, the craft beer market has exploded in South Africa. The key strategic ask from a design perspective was how to make the brand feel relevant and modern but not too ‘craft’ and not too ‘mainstream’. The packaging also had to stand out on shelf amongst a very bold, design-savvy and competitive category.”


“The client requested a ‘revolutionary over evolutionary’ approach. The old label was completely set aside while important brand cues such as the logo and colour were maintained but modernised.”


Agency: The Butcher’s Shop
Designer: Kate Butcher
Creative Director: Kate Butcher
Marketing Consultancy: Watson Ferguson Consulting
Client: Mitchell's Brewery
Location: Cape Town, South Africa

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