Path creates new brand identity for Greene King IPA

--Liz Gyekye

London-based design agency Path has created a new packaging identity for Greene King’s ale brand

Path was tasked to design new branding for the Suffolk-based brewer to help the firm to attract 25-34 year old consumers.

In a statement, Path said that a “more contemporary brand expression was designed, tapping directly into the brewery’s rich Bury St Edmunds heritage”.

The new designs strive to create a simple, more modern and handcrafted feel, according to Path.

 

New Greene King bottles

The new logo has been created in the shape of a blade, found to be engaging for new customers but not alienating for existing ones, who are predominantly male and over 35 years old, according to Path.

According to the design agency, this new profile was translated throughout the IPA range, across all formats including highly distinctive pumpclips, die-cut bespoke labels and can designs.

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