The Brand

Tuned Pale Ale is a special craft beer product that takes a natural social habit — drinking beer with friends — and turns it into an activity. From the shape of the bottle, to the box and beer mats, friends can use every aspect of their four-pack to recreate classic song melodies.

Tuned Pale Ale needed a brand that felt as cool as their packaging.

The Challenge

The craft beer market is saturated with brands fighting for market share. To bring the beer to market, Tuned Pale Ale needed an updated brand identity that was unique and elevated, while still staying true to their unique selling proposition – music.

The logo was brought to the 21st century of cool.

The Solution

The original logo was hard to read and too cramped to be read at smaller scales or from a distance. The way “tuned” was stacked on top of “pale ale” (and the different colours) made customers think it was two separate sections of information and not one complete name. By placing the name on one line, customers could now ask for “Tuned Pale Ale” instead of “Tuned” at beer stores.

The characters of the new custom logotype are elongated to represent the stems of music notes, without requiring to be placed on a staff or to be filled in. This kept things clean and legible.

The Bottle

A trip to local beer stores (and many beers later), I realized that the majority of beer bottle packaging included colourful label wrappers, tags and crates. I wanted shoppers to notice a difference in packaging as they scanned the aisle, so I designed a minimal logo which would be applied directly to the bottles . The contrast of competitor packaging next to a simple brown bottle would be strong enough to grab attention, while strokes around the bottle act like a staff.

Beer mats are a great way to promote the beer company in bars, but also a fun way to let customers enjoy a tune or two at home with friends. One side of the beer mat shows the logo, while the flip side gives a couple notes of well known songs. The rest is up to the customers to create!

Tuned Pale Ale Beer Mat, FrontTuned Pale Ale Beer Mat, Back







Agency: Freelance
Client: Tuned Pale Ale
Project: Rebrand
Design: Erica Fontana

March 13