The product named “Lovibond 30”, The name is inspired by Joseph Williams Lovibond, a British winemaker and the inventor of the tintometer, and the number “30” indicates the colority the beer has reached. Since Lovibond 55, a product launched earlier, has achieved great market performance, the brand decides to build the new dark beer series targeting at younger consumers.
Approach
The bottle neck is designed with sixteen curved surfaces, implying the Salisbury Cathedral where Mr. Lovibond was inspired to invent the colormeter in 1880. The neck is also narrowed down to echo the slogan of the product—“Take your time”. To attract target consumers, the 12 bottles packed in one box are given different label design, while the key word on each label is still “30”, making the brand name easy to be spread and receive attention.
