If you want something done right, do it yourself. Or even better; get a professional to do it. Preferably someone with an arsenal of talent and experience. This is exactly what Duncan and Keri Barton did when they decided to set up their own brewery. Without a name, logo or brand identity, the couple only had one theme that they wanted to portray in their beers; Duncan’s career progression.
“From our point of view, we wanted something to reflect the fact that Duncan was giving up acting to become a brewer,” explained Keri. “This was the only brief we gave our good friends and they came up with something fabulous which we are very lucky to have,” she continued.
It helps when you’re friends with a design studio that has just celebrated its 30th birthday. Over those 30 years, the studio, Carter Wong, has racked up a whole host high profile client notches on their belts. “We’ve worked for large multinational companies such as Unilever, designing both their global ice cream Heartbrand in 1996, and more recently their new Cornetto identity and packaging,” said Phil Carter; the Carter in Carter Wong.
But as well as the big boys, they hold a place in their hearts for smaller start-ups. Queue Duncan and Keri and their nameless brewery. “We were briefed by entrepreneurial brewer, Duncan, to create the name and packaging for their business.
“To begin with we set to work trying to discover a memorable name that would lend itself to a graphic treatment when it came to designing the label,” said Phil. As well as this, throw into the mix the fact that they had to come up with a cost effective way of producing and printing labels for their beers, which are produced in limited numbers.
After deciding on the name Ticketybrew, a play on the word ‘ticketyboo’ meaning everything is a-okay and proceeding quickly (which is what the brewery was doing), everything started to fall into place for the designers. Using their design skills, they created theatre style tickets, complete with the shape of the appropriate drinking vessel for the beers integrated into the ticket perforation. “The idea of theatre tickets really appealed to us,” said Keri, and with that, the design was sent off to the printers.
“A run of four continuous one colour tickets wraps itself around the bottle with the two tickets showing the most important information,” explained Phil. “Suitably quirky, friendly copy completes the whole package,” he continued and the theme has been used across all their subsequent beers, beer mats and posters.
With just a simple brief, Carter Wong has crafted truly original labels that reflect Duncan’s thespian past and set their brews apart from the rest on the shelf.
- Others in the Beer Art series
- A Beer Brand That Evokes The Theatre-Fast Company
- Interview with Duncan-Realale.com