The celebration of locality was key to the development of the brand and consequentially to the design itself, as Carey explains: "We noted that the world of wine is one of regions and this emphasis on provenance had not yet been championed in the beer market. Max and Bruin’s setup offered the opportunity to establish a region, not merely a product—Malt Coast would be able to be owned by the brand. To celebrate this different starting point, we pushed for a more considered and calm approach to the identity."
The resulting design makes effective use of clean, pared-back typography with a generous amount of white space, accompanied by warm, textural illustrations by Alicia Galer for the bottle labels and can designs. These were created with the aim of truly reflecting coastal life in Norfolk, with a narrative rhythm running through each successive illustration. "The idea of an image maker creating semi-abstract images reflecting the spirit of the place really appealed in this context," says Maufe. "Furthermore, we wanted the images to appeal more widely than to those just based in North Norfolk—the idea of coastal and rural themes that could be appropriated by everybody."
"The idea behind the subject matter for the illustrations is that every new beer added to the range will bring the audience closer to the farm and the barns where the beer is brewed, up from the sea," says Carey. "For example, the IPA, the first beer, is a Peter Lanyon inspired ariel shot, establishing the coastline of the Malt Coast, and the next beer, the Pale Ale, is a view at eye level of someone on the sand dunes approaching the beaches."