The new Single Source lager is a single minded brand that heralds its own craftprocess. A uniquely New Zealand batch-brewed beer, it isunswervingly true to the land and the people from which it originates. Like theresulting flavour, the design needed to embody its real character, integrityand undeniable class.
Thedesign approach was to place the product at the fore – the idea of ‘The journeyof creation’ is the story of creating a beer that fits the brewer’s exactingideals. The name Single Source is the process – handpicking, the beer’straceable origin and craftspeople, the bottle as a protector, the signatureline as the human imprint on the beer’s creation.
Wehonoured this rich brand story through every facet of the packaging. The blackbottle adds to our objective of preserving freshness but it also allowed SingleSource to look different within the beer category, gave shelf appeal andprovides a striking counterpoint to its label. The signature Monteith’ssilhouette was retained to ensure Single Source sits within the Monteith’sfamily of beers, but by using a black glass bottle we are protecting thecontents from light and heat (black bottles are ten times better at protectingthe beer than green bottles) to retain the beer’s unique characteristics.