Buxton Brewery
Branding & Packaging
Buxton Brewery, a client of Rideshotgun, underwent a significant rebrand in 2023, and I had the privilege of being part of the team that developed their new brand identity. At the time, the brand required greater consistency and a distinctive stamp mark that could be applied across all brand materials. Through collaborative exploration, we and the client identified a branding direction that resonated strongly with Buxton Brewery's unique target audience, professionals who enjoy hiking on the weekends, perfectly pairing their outdoor adventures with a refreshing Buxton beer.
Over the past 2 years, my primary role has been designing a series of limited edition beer can labels, each reflecting the unique flavour and story behind it. These designs are inspired by a variety of themes, all rooted in the great outdoors with subtle references to the natural beauty of the Peak District. The labels employ an illustrative style that captures the ruggedness of the outdoors in a minimalist and contemporary fashion. While many of these designs were crafted using Adobe Illustrator, I've also begun incorporating AI tools into my process, allowing me to develop more complex styles and achieve outcomes that would have been difficult to achieve within normal time constraints.
I'm now on my 25th can design for Buxton Brewery and below are a selection of my favourite.
Photography Credit: James Gloud
'Cream of the Crop' marked my first label design where I leveraged AI tools to develop the artwork. I envisioned a highly detailed sky and foreground, but I knew producing this level of detail within the project's time constraints would be challenging. By using Midjourney, a generative AI tool, I was able to refine my prompts to generate an image that served as the foundation for the design and used Illustrator to design on top of it. A project setting a new standard of working.
'Weisse Quelle' German for "white spring".
My first ever beer label design in 2024, 'Mugshot' - The illustration style, established during the 2023 rebrand, was intentionally chosen to evoke a rugged, outdoor vibe that aligns with the overall brand identity. The final touch I added to the design was the map coordinates of the rock formation, serving as a subtle easter egg that would resonate with our target audience. Lastly, I wanted the colour palette to evoke the rich flavours of coffee, and this design naturally lent itself to a range of warm browns.
'The Wang Doodle' – Just saying the name out loud makes me laugh. What is it? No idea… but let’s make something up. And so, the legend of The Wang Doodle was born a mysterious creature said to be hiding somewhere in the rocky mountains of the Americas. This can design was created to stand out, featuring a holographic foil finish that catches the light and draws attention on the shelf.
'CPBB' - A collaboration brew of 13 individuals coming together to create this Chocolate & Peanut Butter Brownie Stout. This design was all about reflecting that taste within the design.
'Mugshot' design route exploration