A rebrand for Green’s Gluten Free Beer, undertaken by WPA Pinfold, has won gold at the Design Effectiveness Awards, continuing a six-year DEA gold run for the agency.
Not only has the design raised Green’s profile in the free-from category, it has also positioned the brand in the mainstream beer market.
Gluten-free is one of the fastest growing food and drink categories and the beer sector has seen phenomenal growth, with a growing number of brewers adding a de-glutenised option to their beer ranges. Now coeliacs and the more health conscious can purchase their beer without feeling like a second class drinker.
Green’s is one of the world’s leading producers of gluten-free beers and the coeliac market is currently one of the fastest growing sectors. In order to capitalise on this market growth and to future-proof the brand, WPA Pinfold completely redesigned the Green’s identity and its packaged range of beers.
A key challenge was to position Green’s for both the free-from/wellbeing category and the specialty beer category. The new branding makes a bold and confident statement, while the rich, vibrant, metallic colours give fantastic stand out and added value, says the agency.
The new design has helped Green’s win orders and listings across Europe and in the UK, delivering a 366% investment return.
