The packaging is where the Monteith's brand comes to life (obviously) and it was a particularly challenging task to revitalise and modernise such a well loved range. It was a careful balancing act of adding some freshness and modernity without throwing away the equity that existed in the old packaging. Certain key elements were retained and simply re-worked and others were removed in favour of a more modern form. It was the typography that provided the opportunity to create a fresh new look and distinctive personality for each varietal without having to completely re-invent the framework that it sat within. The varietal typography has always been a recognisable and admired aspect to the Monteith’s range. We chose to reinforce and enhance the personalities of the varietals through the use of new, modern and distinctive typefaces. In the case of the 12-packs, this was taken to a new level where each wordmark took on a new life as a three dimensional physical form created from an environment.Modernity was introduced through the simplified forms of the “book cover” and the bold and youthful application of the typography.Each beer varietal has it’s own colours, pattern, typeface and photographic texture. These were then brought together in an organised, consistent Monteith’s masterbrand design system.