Agency: JDO ltd
Creative Director: Bronwen Weststrip
Location: United Kingdom
Project Type: Concept
Packaging Contents: Lager
Packaging Substrate / Materials: Can
Seasonal branding is not a new idea by any stretch. Many iconic brands have been taking on the challenge of designing limited edition packaging over recent years to keep fresh and stay relevant, often devising ways to cleverly maintain their iconic recognition but with a bold bending of brand guidelines.
The concept that these one-offs are for a limited time only add a sense of urgent ‘I need to have one’ covetabilty. Whilst familiar branded packaging might not exactly breed contempt, it can certainly breed complacency. Limited Editions are great for brands to get their creative juices flowing to bring new news with a seasonal smartness that makes you smile.
The mere fact that the new design is for a limited time only, and won’t be in the market forever, drives marketers to be braver, knowing a subversive strapline or relaxing of rules won’t erode brand equity too much, for too long.
Conversely, if anything, limited editions can bring so much new engagement, excitement and value.
Bronwen Westrip, creative director at branding design agency JDO, designed Halloween limited editions for three iconic beer brands. She has managed to skilfully retain core identities yet added that little extra fright night flair.