Speaking of microbrewers as we were above, outlets like Whole Foods are natural allies and promote the sector strongly. As Thompson Dawson’s article points out, the design language here ‘celebrates the uniqueness of their approach to brewing with highly expressive, sometimes even hand-drawn labels’.
There were indeed some fine examples of this on display, though for some reason Two Brothers seems to have adopted PowerPoint instead. Whilst this is successful at communicating low-key and little guy, it lacks for obvious reasons any sense of craft or individuality. As regular readers will know already, here’s how it should be done.