London’s Two Tribes Brewing is marking its second anniversary by updating the look and feel of its core cans.
While the current lockdown means that plans for a blow-out celebration have been shelved, the brewery is asking drinkers to unleash their creativity and design their own can label in a new competition.
‘ Doodle + Dream’ will run on the Two Tribes Instagram account. Throughout May, every mixed case of beer purchased from the brewery’s online shop will include a blank ‘white label’ can and pens. Customers can enter by taking a photograph and uploading it to Instagram, tagging @twotribesbrew.
Two designs will be selected every week to win a free mixed case of beer each. The contest is open to UK residents aged 18 and over.
Doodle + Dream is Two Tribes’ way of reaching out to the loyal customers who have supported the business over the past two years, especially those who have ordered cases of beer from its webshop during the lockdown. The company has been overwhelmed with the volume of orders and the abundance of positive feedback from customers throughout this unprecedented time.
‘We saw the beer can as a canvas’
Brewery founder, Justin Deighton, said: “The new look reflects the next chapter in the Two Tribes story. We saw the beer can as a canvas and wanted to engage customers with our designs and just have a bit fun.
“Something we all need right now is a pursuit to feed our creativity and maybe, even just for an hour, safely take us away from the reality and challenges of Covid-19.”
Explaining the inspiration behind the rebrand, designer and creative partner, Leo Zero, said: “When we launched, we prioritised making great beer and standing out in a cluttered marketplace full of wacky cartoon and tattoo-styled designs.
“We went for an apothecary scientific style, as well as taking influences from old record labels. Our art and music fandom inspires so much in what we do. The new-style cans have nods to people like Designer Republic’s Ian Anderson and Factory Records’ Peter Savile.”
During the lockdown, Two Tribes have also invited customers to make a donation to the NHS when ordering cases online, committing to match the amount of all donations made. Customers have given generously and the brewery will announce the final figure raised in the coming weeks.
The first white label cans will be included in cases from this Friday, 1st May.
