As the brewing industry continues to evolve, so too must its approach to branding and design. In a marketplace where consumer attention is fleeting, the role of creative, seasonal design has never been more pivotal. Brew York’s new Halloween beer can designs, crafted in collaboration with United by Design, perfectly illustrating the transformative power of seasonal branding. The Brew York 2024 Halloween collection taps into the cult appeal of 1980s supernatural horrors – ‘The Shining’, ‘Beetlejuice’, and ‘The Lost Boys’ – and continues to evolve the boundaries of what Brew York’s branding and packaging can achieve.
A Perfect Blend of Nostalgia and Innovation
Seasonal beer offerings have become a fixture in the craft brewing industry, yet Brew York’s latest Halloween collection demonstrates that it’s not just about flavour – it’s about experience. United by Design’s packaging reflects this. With each of the three beer cans, they delve deep into the eerie atmospheres of these beloved horror classics, transporting consumers back to iconic moments. The designs fuse key elements from each film – characters, memorable scenes, buildings, and objects – into a single composition. The focal point? A retro TV, front and centre on each can, radiating an unmistakably spooky retro charm that draws the eye instantly.
This level of intricate detail is what sets these cans apart. Not only do they pay homage to cult classics, but they do so in a way that appeals directly to consumers’ nostalgia. The punchy Halloween palette adds a further layer of boldness, standing out on shelves while nodding to the films’ original aesthetics. It’s a winning combination of past and present, grounded in the well-established relationship between Brew York and United by Design branding and packaging expertise.
Halloween and the UK Market: Catching Up with the USA
Halloween is no longer a fringe event in the UK. Over the last decade, it has grown into a cultural celebration embraced by consumers and brands alike. However, the UK still lags behind the USA in terms of pushing creative boundaries in Halloween-themed branding. Stateside, Halloween is synonymous with playful, eye-catching design. From the pumpkin spice latte to elaborate seasonal beer releases, American brands have perfected the art of seasonal spectacle.
Brew York’s latest campaign sets a new standard in the UK by taking cues from this American bravado while remaining true to the brand’s core identity. The design overhaul is subtle yet striking; for the first time, the main Brew York branding has changed its signature colours to align with the spooky season. This simple adjustment demonstrates the importance of flexibility in brand identity – sometimes, stepping outside the familiar palette can add excitement without diluting the brand.
Innovation beyond design
The creative thinking behind Brew York’s Halloween collection doesn’t stop at visuals. In a move that deepens the intrigue and “weirdness,” each beer’s liquid is uniquely coloured, adding an extra dimension to the drinking experience. From ghoulish greens to blood-red hues, these details elevate the product beyond a mere Halloween gimmick, cementing Brew York as a leader in innovation within the competitive UK craft beer scene.
The use of film quotes as beer names is another clever touch that not only builds a narrative but also engages the consumer’s love for storytelling. It turns a simple product purchase into an interactive experience, inviting consumers to immerse themselves in the stories they already know and love.
Standing Out in a Competitive Market
Brew York’s partnership with United by Design has once again demonstrated the importance of strategic, seasonal branding in staying competitive. Craft beer is an increasingly crowded market, with new labels and releases appearing almost daily. In this environment, a standout design can be the difference between catching a consumer’s eye or fading into the background. United by Design’s ability to weave pop culture references, bold colours, and intricate details together positions Brew York at the forefront of creative beer branding in the UK.
Halloween is here to stay
Brew York’s Halloween collection is a significant step in demonstrating how seasonal design, when done right, can amplify a brand’s presence and create memorable experiences for consumers. As the UK’s craft beer market continues to mature, this playful yet meticulous approach to design may well become the norm, but for now, Brew York remains ahead of the curve – continuing to innovate and elevate brand storytelling.
For brewery owners, marketers and communication specialists alike, the lesson here is clear: seasonal branding is not just a fleeting trend, but a powerful tool for engaging consumers in fun, creative, and immersive ways. Brew York’s latest campaign proves that with the right blend of nostalgia, innovation, and a dash of weirdness, brands can captivate their audience, stand out from the crowd, and own their moment.
You can purchase the beers via the Brew York shop