Greene King: Brand new beers, centuries in the making

  • London
  • Mar 31, 2022
Greene King Level Head
By Amanda Li

As one of the oldest independent breweries in the UK, Greene King wanted to showcase their brewing expertise to a more diverse audience by twisting and adapting traditional flavor profiles and channeling some of Britain’s folklore to create authentic, modern, and exciting beverages.

Each of the four beers pays homage to the legends of British history. Our London Studio used playful illustrations inspired by historic woodcuts with vibrant colour combinations and bespoke typographical personalities for each variant, accentuating the quirks of historic typefaces to give them a modern twist.

Meet the four beers:

Greene King Flint Eye

Flint Eye, a sharp, crisp lager, takes inspiration from Neolithic arrows found near Greene King breweries, in Bury St Edmunds, Suffolk.

Greene King Level Head

Level Head, a session IPA, playfully nods to the legend of St. Edmund, who lost his head to the Vikings but miraculously found it again. The design comedically shows his head detached from his body, portraying a perfectly executed beer.

Greene King Sub Terranea

SubTerranea is inspired by the story of a fiddler who loudly played his tunes to ensure that he didn't get lost in the tunnels underneath Bury St. Edmunds; the deep and intense oatmeal stout, which invites consumers to get lost in its depths.

Greene King Western Zeph

Finally, Western Zeph celebrates the West country pilgrims who set sail for America, accompanied by the refreshing Zephyr or light wind. This IPA lightly links west country hops with American west coast-style pale ale.

Humorous insight into the legends behind the beers was also delivered to give subtle clues to their strengths and flavour - telling the stories nobody else could, about the beers nobody else could brew.

Our design for Greene King was also featured in the Best Packaging Design on DesignRush.

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