A fresh identity for at-home beer brewing

London – Design agency Studio Blackburn has rebranded The Greater Good Fresh Brewing Co to reflect a shift away from traditional ideas of beer brewing.

The mail-order brewing company offers an at-home brewing device dubbed the Pinter, alongside postable bottles of ingredients comprising flavourings and yeast that allow users to produce their own IPAs, lagers and ciders at home. To better explain the product and its processes to customers, the rebrand takes a typographic approach with clear statements and questions presented in monochrome. These are broken up by flashes of bright red, yellow, blue and grey – the colours of its Pinter devices.

While The Greater Good is tapping into the homebody and DIY mindsets arising as a result of the pandemic, it also sees the rebrand as a chance to promote the concept's long-term potential. 'The previous design had it very much in the world of novelty beer, but [...] we wanted to do something different with it,' explains Paul Blackburn, founder of The Greater Good.

With more consumers enjoying the convenience of dining and entertaining at home, brands like The Greater Good are elevating the experience of drinking away from physical locations.