What was the original brief?
Dageraad not only established itself in a highly saturated craft beer market but did so at a higher price-point than most. Firstly it was important for them to be noticed as a new arrival on the shelves and then to be recognised as a quality product worth spending more on. Fortunately they have a unique and focused product, brewing only Belgian-style beers sold in single-serve bottles and refillable growlers. Our goal was to turn their bottles into artefacts, which would appeal to a more sophisticated crowd of beer drinkers and in particular to a growing market of female appreciators.
Tell us about the design concept.
It was important to the owner that the brand pay homage to the European tradition which inspired him. We drew heavily on influences from the Vienna Secession and Wiener Werkstatte, crafting a design language based on the use of hand-lettering and fine decoration. The name Dageraad means ‘dawn’ in Dutch, which seemed to us to signify the perfect symbol – that magic moment where night surrenders to day, but which signals the end of the drinker's domain. This is what inspired the few illustrative elements in the brand, which always allude to some relationship between night and day.
Did the Dageraad Brewing project present any particular challenges, and if so how were these overcome?
The most prominent challenge was to do with the production of the original labels. Aspiring to a more sophisticated feel we looked to wine label specialists to create labels with a noticeable paper stock which would emphasise the foil. Unfortunately, even with their consultation the labels were not able to stand up as well as hoped to the moisture and constant change of temperature which beer can be subjected to, so application of the labels doesn't always remain perfect. That was not a problem with the digitally printed seasonals, but the feel is distinctly different.