Greene King
Modern beers
Since 1799, Greene King has been crafting fine ales from its original brewery in Bury St. Edmunds, Suffolk, producing Britain’s most loved ales for generations. But the fine art of beer making has changed in the past decade, with countless start-up breweries launching disruptive and eye-catching brands, seducing beer drinkers with new, refreshing experiences. With so many new beers in the world, Greene King needed to reassert what makes it distinctive. After all, what other brands have been at the heart of British culture for over 200 years?
We created a design language that celebrates Greene King’s heritage and age, and the eccentric myths and legends of British history, steeped in folklore, through design.
Playful illustrations inspired by historic woodcuts of ancient printmaking, with added vibrant colour combinations give them a modern twist.
A session IPA, playfully nods to the legend of St. Edmund, who lost his head to the Vikings but miraculously found it again. The design shows his head detached from his body, portraying a perfectly executed beer.
Level Head
Flint Eye
A sharp, crisp lager, takes inspiration from Neolithic arrows found near Greene King breweries, in Bury St Edmunds, Suffolk.
