Meantime
BEER OF GREENWICH
Positioning
Identity
Packaging
Brand World
Production
We continued our long-term relationship with Meantime, enjoying the rare honour of redesigning our own previous work. Building on that iconic visual language, we blended it with the exciting work of a young team of experimental brewers, in a part of the London that’s quickly becoming its own design district full of vibrant contrasts.
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Business Challenge:
Started in 1999 in a Greenwich flat, Meantime Brewing Company was founded on a pioneering spirit that helped to spark the craft beer movement. But since then the landscape had changed dramatically, with big craft players and smaller breweries entering the space.
Our redesign of Meantime in 2018 had given the brand a new and vibrant visual identity. However the brand needed to keep pace with the ever-evolving craft beer category, reasserting its position as the best craft beer brewer in London and reclaiming its turf as the original craft pioneer.
Creative Solution:
To breathe life into the brand, we moved Meantime from ‘a beer from London’ to ‘the beer of Greenwich’, giving the brand a unique sense of place.
Our new visual identity captures the vibrant spirit and dynamism of modern Greenwich, with assets and iconography inspired by the iconic shapes and architecture of real locations, and new names for core products like ‘Prime Pale’ and ‘Greenwich Lager’.
The cog device, a subtle graphic element in the previous design, has been elevated to the heart of an ownable design system that represents both the brand’s home in Greenwich – ‘the home of time’ – as well as the closely connected and fiercely committed team that work tirelessly to create Meantime’s great craft beer.
Together these assets create a system that’s instantly recognisable as the Meantime brand, whether seen on a poster, t-shirt, pint glass or pop-up bar. And when it comes to packaging it makes the core range easy to see and shop, while being flexible enough to accommodate the seasonal and experimental beers that make craft brewing great.
Built on the past, ready for the future. Greenwich through and through.
