Beverage Packaging Design for Middle 8 Brewing Company

The Ask.

Our client entrusted Aid&Abet to launch this new beverage brand inspired by twin passions of craft brewing and music. The result? A new brand, a new web design, and an amazing craft beer to satiate thirsty beer drinkers.

The Answer.

A new brand identity and packaging to satisfy beer and music heads alike. We let a craft brewer’s story and rock and roll background play a prominent role in the brand strategy, informing the name, the label design, and the overall brand essence. Bottoms up!

The Goods.

Digital Strategy
Naming & Tagline
Logo Design
Web Design
Website Development
Packaging & Label Design

Naming a brand is like writing a song.

We held digital strategy workshops, read up on the brewer’s history, and listened to sweet, sweet music to inspire us. The final name, Middle 8, refers to the musical 8-bar break that occurs in the middle of most popular song styles. It can be unexpected and refreshing at the same time – all while keeping that sweet groove thumping.

The music of harmonious package design.

To reflect the detail and passion behind each brew, we hand-lettered the label design. While the color palette and general layout remain consistent, each beer has its own symbolic instrument and custom iconography to represent its unique flavor profile.