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InspirationGraphic Design

Alphabet's cheerful packaging for Play Brew Co's latest 'special release' beers is full of character

Play Brew Co is a Middlesbrough-based craft beer brand hell-bent on producing exhilarating beer with a nostalgic twist, born from the influential culture of the 1970s, '80s and '90s. For its first range of "special release beers", it called on Manchester studio Alphabet to help it make a splash in a saturated market.

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Two cans of Play Brew Co craft beer floating in a swimming pool: a pink can of Lazy Daze with a tropical-themed character, and a turquoise can of Double Dash with a running character

For this special release, Alphabet created illustrated characters, each taking part in a different activity directly inspired by the inspiration of the flavour-profile of the beer itself and the character of the hops specifically.

Lazy Daze is a New England-style IPA featuring huge citrus and tropical fruit hop character with a softer, smoother mouthfeel from the adjusted water chemistry, higher protein malts, and lower attenuation. "With its fruity bold character, we were inspired to create a colour scheme and illustrated character that represented the tropical vibes of summer sports for 'Lazy Daze'," says Sam Lane, co-founder and creative at Alphabet.

Double Dash, meanwhile, is a double dry-hopped pale ale – brewed to give the flavour intensity of a DIPA at a more session-able ABV of 5.5%. "With its easy-drinkability and mouthfeel, we were inspired to create a colour scheme and illustrated character that represented the marathon-based session beer of 'Double-Dash'," adds Sam.

Alphabet worked on a limited but bold colour scheme for each release with a strong black keyline as a key recognisable brand feature to help the identity stand out across print and digital touchpoints. Discover more of Alphabet's work at madebyalphabet.com.

Pink can of Play Brew Co's Lazy Daze beer nestled in green plant stems, featuring an illustrated character in tropical colours
Three bold beer can designs by Alphabet for Play Brew Co featuring vibrant neon colours, illustrated characters and striking typography on a brick wall
Play Brew Co Lazy Daze can floating in bright blue pool water, featuring purple label with orange text and illustrated basketball character
Pink can of Lazy Daze New England-style IPA by Play Brew Co, featuring a colourful illustrated character against a bright green background
Green rounded rectangular badge with white "Ice Cold Craft Beer" text and a purple "Special Release" starburst on an orange background
Pink Lazy Daze beer can featuring an illustrated character relaxing in summer sports theme, floating in swimming pool water
Alphabet's bright packaging designs for Play Brew Co's special release beers featuring vibrant pink, green and orange graphics with illustrated characters and bold typography on an orange background
Colourful Play Brew Co beer can with pink, orange and green sections featuring illustrated character and circular design elements, floating in bright blue water
Pink semicircle with Lazy Daze NEIPA text, orange starburst badge reading Special Release, and black circle with Play Brew Co logo on green background
Kraft cardboard box for Play Brew Co special release beers with colourful circular illustrated character labels on a pink background
A turquoise beer can with purple lettering reading "Double Dash" by Play Brew Co, featuring a yellow illustrated character running with a peace sign on a bright yellow background
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