Lucky Saint | 155Lucky Saint’s iconic label designLucky Saint, UK’s dedicated alcohol-free beer brand, seeks to stand out in the market by ofering a product that excels in taste and craftsmanship. Akanksha Meena reports on behind-the-scenes of how the brand’s bold and iconic label design came to lifeegan Taylor, head of creative at Lucky Saint, a “It’s making a statement with the Bavarian-style alcohol-free lager, shares the story behind the iconic blue label design of the lager.Mlogo sideways instead of straight. The company worked with design agency Otherway, which has a strong background in branding. The primary goal of the We are launching a new product design was to create an iconic brand that stood out in the crowded alcohol-free beer market. The agency looked at brands which is about being brave and bold for inspiration such as Guinness, which excels in doing one thing enough to be the way it is”exceptionally well. Lucky Saint wanted to create a modern and contemporary design that refected the product’s traditional brewing methods and heritage. The brand’s logo is placed sideways on its bottles and cans. ‘It’s making a statement with the logo sideways instead of Modern design for modern product straight. We are launching a new product which is about being The label’s colors were inspired by the alcohol-free beer market, brave and bold enough to be the way it is. So we need to be where blue is a dominant color. The company wanted to confdent in the conviction that we think it looks really great. And incorporate blue into its label while maintaining a modern and it seems to work. There are instances where we do use the logo the contemporary look. other way around, but on product packaging, it’s always this way,’ ‘I think it’s because it’s psychologically more of a “clean” Taylor says.color. But we obviously wanted to sit alongside, rather than do There is defnitely a consideration for having a front label and a something completely different,’ Taylor adds. back label. Since the product is unfltered for more favor, the brand The label also includes a mission statement on the reverse wants customers to be able to see the clarity of the liquid through side that highlights the brand’s philosophy of moderation. The the bottle. company wants to create a sense of pride in drinking alcohol-free The bottle currently features a neck label with a ladybug logo. beer. The choice of bottle shape refects the brand’s desire to stand out ‘Even though we’re brewing with heritage and traditional and offer something unique, rather than just sticking with the methods, it’s a modern product that is solving a problem for standard 330ml bottle shape. The label contains quite a bit of text. modern times,’ she explains. As a new product, it’s important for consumers to learn as much as ‘Because it’s a Bavarian beer, it’s just brewed exactly the same as they can about it.any other full-strength Bavarian lager. And then we use a process ‘However, it can be challenging to strike a balance because we called vacuum distillation to take the alcohol out at the end. And have a lot to say but there is limited space. Prioritizing the most so I think we defnitely wanted to mention that on the label as well important information becomes crucial. Furthermore, as we expand because it’s super important to us. Some other alcohol-free beers our exports to Europe, there will be additional limitations on are not really brewed, they’re carbonated water with favorings what we can include on the label due to legal requirements and added.’ restrictions. We may need to reevaluate the amount of tone, voice The brewing process sets the product apart from the rest. Being a and copy we can incorporate,’ Taylor adds.premium product, embellishments such as foiling for example were ‘Nevertheless, we believe that having some extra copy on the non-negotiable for the brand. label adds a touch of fun and helps consumers better understand The company’s target audience is foodies and tastemakers, and connect with our brand. It allows us to showcase our people who care about the quality of their food and drink. The personality and what we stand for. Having all the relevant copy on company wants customers to feel proud to have Lucky Saint in the bottle label contributes to this overall experience.’their fridge. One of the most interesting parts of the Lucky Saint brand story Replicating Lucky Saint blue on cansis the inspiration behind its logo. When Luke Boase, the founder, Trying to replicate the blue on Lucky Saint labels on cans was not was frst brewing the beer, a ladybug few onto the bottle he was easy. working on. After researching, he discovered that a ladybug is a ‘I think you always have the silver shining through, which is nice. sign of good luck. Lucky Saint has since used the ladybug with gold We’ve done like a lot of work and to be honest, we’re still working foiling as a premium touch, featuring it prominently on its label. on it now to try and make it feel a bit more punchy on the shelf.’ Jul - Sep 2023