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Craft beer brand unified with new graphics

Design firm brings Real Ale’s 20 brews under one label design, while communicating the story and vision behind each beer variety with custom wood block-inspired icons.

Real Ale bombers design
Real Ale bombers design

Real Ale Brewing Co. is one of the most beloved craft brewers in Texas—and also one of the most prolific, with more than 20 beers in its full lineup. Born in a tiny basement in Blanco, TX, it has been a cornerstone of the Texas craft beer scene since it opened in 1996. However, the homey, handcrafted label designs used for its beers had limited the brewer’s potential as a unified brand.

“Many beer drinkers identified more with Real Ale’s individual beers than the brewery making them. One beer, Firemans #4, was almost more identifiable than the Real Ale brand itself,” explains Jacob Carter, Design Director of The Butler Bros, the Texas-based brand studio chosen to redesign Real Ale’s full line.

The challenge for The Butler Bros was to create a design system flexible enough to communicate each beer’s unique characteristics, yet cohesive enough to unify the Real Ale brand across the store shelf. During the design process, Marty Butler, founder of The Butler Bros, says they worked closely with the brewery ownership, Real Ale’s sales and marketing team, and the men and woman who brew the beer to share and vet ideas. “At times there were 20 people in the room reviewing design,” he says. “We honored those voices as we made decisions.”

As part of the new brand identity system, The Butler Bros crafted a new logo that leverages a “sprocket” design from the Firemans #4 label and placed within it a stylized hop-flower graphic. The logo appears on a label on the neck of the bottle. A triangular black-flag element with the Real Ale name in white is placed at the top of each front-panel label to add brand cohesiveness and awareness.

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