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Good design becomes a habit for University team

Friday 03 August 2012

The University's Design Futures team worked with monks at Ampleforth Abbey to develop a new brand and packaging design for their Ampleforth Abbey Beer, which was launched in June 2012.

The newly re-branded ale will be on show in shops and bars throughout the UK after the monks decided their beer needed a 21st century reboot before going on sale.

The monks contacted Design Futures after hearing about the successful rebranding project that the team carried out with organic brewers Little Valley Brewery, based in Hebden Bridge, West Yorkshire.

The new visual identity for Ampleforth Abbey Beer is now in the process of being rolled out across the product range.

John Kirkby, creative director of Design Futures, said: 'This design project was more than just a label for the new beer, it was a chance to develop a visual identity which can be used across the growing range of Ampleforth products including their already successful cider.

'The abbey is steeped in history and tradition but we wanted to avoid too many monastic cliches and produce a label design that is clean, clear and stands out on the shelf.

'We believe the final design looks traditional without appearing old fashioned. We visited the fabulous monastery museum to look into the archives and to get a real feel for the place.

'The logos which appear on the label are the original monastic coat of arms.

Sean McFetrich, director of commercial operations at Ampleforth Abbey, added: "The design of the label for Ampleforth Abbey Beer perfectly encapsulated the brief of not being too commercial in look but still needing to look striking, appealing and draw in the consumer.

Design Futures took the time to understand the ethos, feel, history and tradition of Ampleforth Abbey and has translated this perfectly into the final look.

'We have already commissioned Design Futures to look at some other label design work for us and would not hesitate in recommending them to others.'

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