Posted on Tuesday, September 8th, 2020 Leave a comment
Art Director and Motion Designer Ben Nichols in New York: “Slow Lane Brewing is a family-owned Australian brewery that uses traditional methods to produce slowly fermented beer. You can and should be beer with an emphasis on more labor-intensive processes that most modern breweries tend to give up.
“Because they do things a little differently, they wanted the brand to stand out from the indie beer scene with a bold, modern and minimal approach.
"The goal was to build a master brand with a strong system that feels cohesive and grounded, but is still flexible and lively for constant new releases of beer."
“The minimal and modern system reflects the twist Slow Lane is putting in traditional brewing techniques. The inspiration comes from Slow Lane's location in Botany, NSW and the surrounding area.
“The core forms of the brand are derived from the architecture of the satellite photography of the nearby Port Botany, a large shipping port. The core shapes come together in a master's mark pattern that indicates the process of using only essential ingredients listed on each can.
“The main point of contact for the brand is packaging and labels. Slow Lane has new releases every couple of weeks so the challenge was to support a constant demand for difference while maintaining unity. For this purpose, a clear typography, the pattern of the master's mark and a special color are the main ingredients for every new beer.
“Within this recipe, Slow Lane Brewing offers the ability to use endless variations across the product range, from lighter beers to darker offerings.
Client: Slow Lane Brewing
Design / animation: Ben Nichols
Music: Weval "Gimme Some"