Timothy Taylor's Beer by Springetts

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DESIGN DETAILS
DESIGN NAME:
Timothy Taylor's

PRIMARY FUNCTION:
Beer

INSPIRATION:
The brief in brief: It’s all about ‘Know not show’. We know our beers and do not need gimmicks to sell them. The Challenge: How to stand for quality in a congested category and create a brand look and feel that appeals to existing Timothy Taylor’s drinkers, whilst attracting a new audience who appreciate and pay for a premium beer.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The creative idea is based upon the celebration of the time, care and effort and the people who pour their craft and expertise into the making of these outstanding beers. Our inspiration came from the communist posters from the 1920s and 30s that showed the proud heroic everyday worker. We reflected the same upward camera angle and simple screen print style and created a modern interpretation of this. We wanted to give the brand a voice that would hero the ‘worker’. Each beer champion’s master trades person striking a pose that reflects the craftsmanship of their trade and the care and effort that goes into to making the beer. All for that Taste of Taylor’s.

OPERATION / FLOW / INTERACTION:
The new designs for the brand have to stand out in a congested category and appeal to existing Timothy Taylor's but with the ability to attract a new audience who appreciate and are willing to pay for premium beers.

PROJECT DURATION AND LOCATION:
Launched autumn 2017

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
Brown glass bottles Metal caps

SPECIFICATIONS / TECHNICAL PROPERTIES:
500ml glass bottles

TAGS:
Timothy Taylor, beer, Springetts, ale, pub

RESEARCH ABSTRACT:
The Timothy Taylor's brand is all about ‘know not show’. The brewery knows its beers and does not need gimmicks to sell them.

CHALLENGE:
Timothy Taylor’s make exceptional award-winning beers. From the growers of their unique Golden Promise Barley, their Master Brewers to the landlords who keep and sell the beer - they have people who champion beer throughout the process.

ADDED DATE:
2018-02-28 11:18:35

TEAM MEMBERS (2) :
Creative Director: Paul Williams and Design Director: Kevin Daly

IMAGE CREDITS:
Springetts, 2017.

Visit the following page to learn more: http://www.springetts.co.uk/our-work/tim-tayl ors
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Timothy Taylor's

PROFILE:
Timothy Taylor established the Brewery in the centre of Keighley in 1858, moving to The Knowle Spring, its present site, in 1863. The principle of not accepting second best was laid down and remains with them to the present day. This means that the very finest ingredients are used to brew the best possible beers, with Landlord winning many awards.

NOMINATION DETAILS

Timothy Taylor's Beer by Springetts is a Nominee in Packaging Design Category.

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AWARD DETAILS

Timothy Taylor's Beer by Springetts is Winner in Packaging Design Category, 2017 - 2018.



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