Design Agency: makebardo
Project Type: Produced, Commercial Work
Client: Cargo Brewery
Location: Queenstown, New Zealand
Packaging Contents: Beer
Packaging Materials: Glass bottle
From their brewery high in the Southern Alps of New Zealand, the team at Cargo Brewery are proud to share this beer with you. Brewing with New Zealand hops and grains and an honest drop of some of the purest water on the planet, Cargo Brewery wishes you good health. Sláinte
We needed to convey in the Brand and Label Design the main values of the company, being:
• Market Leader
• Premium brand
• Simple but clever
• Mainstream craft
• Socially Conscious
• Environmentally friendly
• Care and attention
For that context makebardo thought of each value as a graphic resource, i.e:
• Market Leader: Colour
• Premium Brand: Colour
• Exclusive: Colour
• Simple but clever: Morphology
• Innovative: Colour & Morphology
• Approachable: Colour
• Mainstream craft: Colour & Morphology
• Local: Description
• Pure: Tagline & Colour
• Socially Conscious: Tagline & Colour
• Environmentally friendly: Tagline & Colour
• Care and attention: Tagline & Colour
We believe that as a result of the above we convey: Honest, Proud, Present and Conscious.
Brand Colour values: The Cargo Brewery visual identity was built on one main brand colour - Copper Foil. This choice was made as it expresses quality, bolstering the connotations of “Market Leader”, “Premium”, “Exclusive” and “Innovative Brand”.
We decided to use copper instead of the more obvious luxury metals such as gold and silver as copper is less commonly used in brew brands, thereyby creating a more distinctive and highly visible identity.
We picked the color “Green” to complement the copper. Green is associated with peace, harmony, good luck and safety. It is also associated with progress and development. Green is also an ideology: “Think Green”. This colour suggests “Pure”, “Social Conscious”, “Environmentally friendly” and “Care and attention” which were some of our clients values. Moreover, it is the colour of freshness and youth and has no negative connotations.
The green colour is part of the primary palette, however takes a supporting role, acting as a text colour or a background. A separate colour palette of green pantones exists to use in each label of beer to enhance the identity.
To resume, the combination of both bring us a perfect equilibrium indicating the soul of the brand.