Designed by: PepsiCo Design & Innovation
Country: United States

Revamping Double-Barrelled Brewery: A Brand and Packaging Transformation by Kingdom & Sparrow

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Double-Barrelled’s brand, first developed in 2017, has been a journey of consistent evolution. The brand has successfully positioned itself as one of the UK’s most influential and productive craft breweries.

In early 2024, Double-Barrelled was offered an opportunity to partner with a major UK retailer. Recognizing the chance to further enhance their brand and compete on-shelf in supermarkets, Double-Barrelled collaborated with Kingdom & Sparrow to amplify their branding and packaging.

With the aim of making a bold statement in the bustling supermarket craft beer category, Double-Barrelled’s packaging underwent a significant transformation. The refresh involved strengthening their iconic logo-mark with a heavier line weight, and the introduction of a new typeface with angled corners.

In collaboration with the Double-Barrelled team, the naming system was enhanced with single word product names for the core range. This gave each beer variant a punchier impact and improved shelf stand-out. Full-print cans were introduced to elevate the brand from the ‘small craft’ world and present a sense of ‘big brand’. The color palette was also amplified to ensure vibrant shelf stand–out, allowing the brand to compete with its supermarket contemporaries.

Revamping Double-Barrelled Brewery: A Brand and Packaging Transformation by Kingdom & Sparrow

Revamping Double-Barrelled Brewery: A Brand and Packaging Transformation by Kingdom & Sparrow

Revamping Double-Barrelled Brewery: A Brand and Packaging Transformation by Kingdom & Sparrow

Revamping Double-Barrelled Brewery: A Brand and Packaging Transformation by Kingdom & Sparrow

Revamping Double-Barrelled Brewery: A Brand and Packaging Transformation by Kingdom & Sparrow

Revamping Double-Barrelled Brewery: A Brand and Packaging Transformation by Kingdom & Sparrow

Revamping Double-Barrelled Brewery: A Brand and Packaging Transformation by Kingdom & Sparrow

Revamping Double-Barrelled Brewery: A Brand and Packaging Transformation by Kingdom & Sparrow

Revamping Double-Barrelled Brewery: A Brand and Packaging Transformation by Kingdom & Sparrow


A layout structure and design system was established to build brand salience across the range, facilitating the easy introduction of new beers. The use of waymarking in the off-pack world harks back to the notch shape, which has become synonymous with the Double-Barrelled brand – a feature from their original packaging, now integrated into their new can designs.

The project is a testimony to the power of smart design and creative collaboration, resulting in a refreshed identity that not only resonates with the brand’s core values but also empowers it to stand tall amidst competition.
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Revamping Double-Barrelled Brewery: A Brand and Packaging Transformation by Kingdom & Sparrow

2
Revamping Double-Barrelled Brewery: A Brand and Packaging Transformation by Kingdom
Double-Barrelled’s brand, first developed in 2017, has been a journey of consistent evolution. The brand has successfully positioned itself as one of the UK’s most influential and productive craft breweries.

In early 2024, Double-Barrelled was offered an opportunity to partner with a major UK retailer. Recognizing the chance to further enhance their brand and compete on-shelf in supermarkets, Double-Barrelled collaborated with Kingdom & Sparrow to amplify their branding and packaging.

With the aim of making a bold statement in the bustling supermarket craft beer category, Double-Barrelled’s packaging underwent a significant transformation. The refresh involved strengthening their iconic logo-mark with a heavier line weight, and the introduction of a new typeface with angled corners.

In collaboration with the Double-Barrelled team, the naming system was enhanced with single word product names for the core range. This gave each beer variant a punchier impact and improved shelf stand-out. Full-print cans were introduced to elevate the brand from the ‘small craft’ world and present a sense of ‘big brand’. The color palette was also amplified to ensure vibrant shelf stand–out, allowing the brand to compete with its supermarket contemporaries.

Revamping Double-Barrelled Brewery: A Brand and Packaging Transformation by Kingdom & Sparrow

Revamping Double-Barrelled Brewery: A Brand and Packaging Transformation by Kingdom & Sparrow

Revamping Double-Barrelled Brewery: A Brand and Packaging Transformation by Kingdom & Sparrow

Revamping Double-Barrelled Brewery: A Brand and Packaging Transformation by Kingdom & Sparrow

Revamping Double-Barrelled Brewery: A Brand and Packaging Transformation by Kingdom & Sparrow

Revamping Double-Barrelled Brewery: A Brand and Packaging Transformation by Kingdom & Sparrow

Revamping Double-Barrelled Brewery: A Brand and Packaging Transformation by Kingdom & Sparrow

Revamping Double-Barrelled Brewery: A Brand and Packaging Transformation by Kingdom & Sparrow

Revamping Double-Barrelled Brewery: A Brand and Packaging Transformation by Kingdom & Sparrow


A layout structure and design system was established to build brand salience across the range, facilitating the easy introduction of new beers. The use of waymarking in the off-pack world harks back to the notch shape, which has become synonymous with the Double-Barrelled brand – a feature from their original packaging, now integrated into their new can designs.

The project is a testimony to the power of smart design and creative collaboration, resulting in a refreshed identity that not only resonates with the brand’s core values but also empowers it to stand tall amidst competition.
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