London based brand design agency, Lewis Moberly, has created Sour Glass from the Fitzwood Brewery, a beer design concept developed in collaboration with the international Make a Mark initiative.
Make a Mark is an exclusive design innovation project developed by global industry leaders: Leonhard KURZ, ESTAL and Avery Dennison. The project aims to explore packaging innovation from a 360-degree perspective to include glass, labels, foils, and design. The world’s top packaging design agencies are invited to take part in this inspirational international platform.
Lewis Moberly has challenged the beer category norm by redefining the drinking experience and commodity perception, giving beer and brewer the credit they deserve. Beer is too often drunk at pace without much thought or appreciation. Sour Glass from the Fitzwood Brewery creates a new appreciation for beer craft, flavour and drinking ritual.
The fictional brewery is based in Fitzrovia in the heart of London, an area synonymous with the making and consuming of beer and the infamous Great Beer Flood of 1814.
Fitzrovia is also home to the Lewis Moberly studio.
Sour Glass is designed to be savoured from the moment it’s poured, to the very last sip. At 7.5% ABV, the premium sour beer requires time and consideration to discern its unusual mix of subtle and aromatic flavours.
The unique bottle structure, secondary frame, and the name itself is inspired by the traditional hourglass. The bespoke glass bottle inverts on the outer oak frame to serve and pour a perfect measure of beer. It mirrors the brewery’s overarching purpose, to encourage drinkers to take time to experience the sights and flavours the beer releases.
Mark Tosey, Production Director, Lewis Moberly commented:
“Our love of craft and storytelling is evident in each element of the Sour Glass design. The bottle structure is inspired by the hourglass profile made using 100% recycled glass. The outer frame structure is sustainably sourced from used oak casks in which the beer is aged. This acts as a protective case, a cradle platform for the inverted bottle, and as a centrepiece for serving. The refillable bottle has a custom closure, made from re-purposed copper from the brewery, that delivers a slow-release pour.”
Emily Fox, Creative Director, Lewis Moberly added:
“The Make a Mark initiative has given us an opportunity to push our creativity.
Sour Glass reads as an ambigram in opposite vertical positions to represent sand passing through an hourglass. The base label takes inspiration from sun dials. Both evoke the concept of time. The letters on the accompanying glassware settle at the bottom, providing a sense of completeness. The foil colours allude to the subtle and nuanced flavours of the beer as do the tactile and contrasting textures. Finally, a secondary canister brings The Great Beer Flood to life with detailed illustration full of visual humour.”
The new concept was unveiled at the creative packaging trade show, Luxepack in Monaco on October 2nd. A launch event was held at The Fairmont Hotel rooftop on October 3rd where all the design agencies of the 2023 Make a Mark project collaboration celebrated and shared their unique work. The 2023 Make a Mark book was also launched at the event.
The bottle’s ability to represent an hourglass when inverted and the sundial design on the base is a clever and creative way to reinforce the brand’s message of savoring the beer, embracing tradition, and appreciating the beauty in the passage of time.