Designed by Designworks, New Zealand.
The new Single Source lager is a single minded brand that heralds its own craft process. A uniquely New Zealand batch-brewed beer, it is unswervingly true to the land and the people from which it originates. Like the resulting flavour, the design needed to embody its real character, integrity and undeniable class.
The design approach was to place the product at the fore – the idea of ‘The journey of creation’ is the story of creating a beer that fits the brewer’s exacting ideals. The name Single Source is the process – handpicking, the beer’s traceable origin and craftspeople, the bottle as a protector, the signature line as the human imprint on the beer’s creation.
We honoured this rich brand story through every facet of the packaging. The black bottle adds to our objective of preserving freshness but it also allowed Single Source to look different within the beer category, gave shelf appeal and provides a striking counterpoint to its label. The signature Monteith’s silhouette was retained to ensure Single Source sits within the Monteith’s family of beers, but by using a black glass bottle we are protecting the contents from light and heat (black bottles are ten times better at protecting the beer than green bottles) to retain the beer’s unique characteristics.