New product development NPD / Bespoke glass Bespoke glass / Light weighting Light weighting
St. Austell Brewery
The brief
Embossed beer bottles
Award-winning West Country brewer and pub company, St Austell Brewery, invited Rawlings to tender for the development of a premium embossed, bespoke 500ml bottle for its core range of beers, Tribute, Korev and Proper Job. This was an exciting opportunity for us to stretch our creative legs.
The approach
Robust yet leightweight
Having won the tender, the challenge was to create a new bottle with highly embossed lettering that would stand up to the rigours of St. Austell’s filling lines. The bottle shape had to be taller than the previous version to strengthen its shelf presence.
With careful planning and testing we created a new lightweight bottle design, pushing the boundaries of heavy embossing to include ‘St Austell’ boldly displayed on the shoulder.
The result
Realising the vision
As part of the design process, we looked at the brewery's history to celebrate what makes St Austell Brewery so unique. The result was a beautifully distinct, robust, lightweight bottle with a bold, contemporary look, which will eventually be rolled out to other beers in St. Austell's range.
To help create standout, the new St Austell branding encapsulates all the attributes that we’re proud of: passion, heritage, independence and quality ingredients. Rawlings was able to expertly articulate our vision for the new bottles and we’re delighted with the end result.
JEREMY MITCHELL, MARKETING & COMMUNICATIONS DIRECTOR, ST AUSTELL BREWER
