Designed by: PepsiCo Design & Innovation
Country: United States

Revamping the Packaging Design of St Austell Brewery’s IPA, Proper Job: A Collaboration between Thirst and Tobias Hall

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On Lovely Package today, we are showcasing the partnership between Thirst and St Austell Brewery that has resulted in some fresh new work.

Proper Job, the award-winning flagship IPA from St Austell Brewery, is well known for its bold, refreshing and vibrant taste. It was time for the brand to live up to its name, derived from the famous Cornish phrase for “a job well done,” by rewarding real moments, big and small, with its superior quality ale.

The challenge was to ignite the brand’s cross-channel quality perceptions consistently across bottle, can, keg, and cask. The redesign needed to balance its true ale legacy with contemporary premium cues to retain loyal drinkers and recruit the next generation.

This isn’t a beer about doing things differently; it’s about doing things right. Every element of the new design celebrates proper craftsmanship. Refined through heartfelt handcraft, Proper Job’s name is amplified with pride while its crisp green has been vibrantly refreshed to reflect the true character of a Cornish spirit.

This modern visual identity brings to life this distinctive IPA story across premium pump clips, bespoke glassware, and brand world, reinvigorating the brand’s superior quality for drinkers old and new. It stands as a proud symbol of true craftsmanship.

The beautiful typography was created in a partnership between Thirst and Tobias Hall.

Revamping the Packaging Design of St Austell Brewery's IPA, Proper Job: A Collaboration between Thirst and Tobias Hall

Revamping the Packaging Design of St Austell Brewery's IPA, Proper Job: A Collaboration between Thirst and Tobias Hall

Revamping the Packaging Design of St Austell Brewery's IPA, Proper Job: A Collaboration between Thirst and Tobias Hall

Revamping the Packaging Design of St Austell Brewery's IPA, Proper Job: A Collaboration between Thirst and Tobias Hall

Revamping the Packaging Design of St Austell Brewery's IPA, Proper Job: A Collaboration between Thirst and Tobias Hall

Revamping the Packaging Design of St Austell Brewery's IPA, Proper Job: A Collaboration between Thirst and Tobias Hall

Revamping the Packaging Design of St Austell Brewery's IPA, Proper Job: A Collaboration between Thirst and Tobias Hall

Revamping the Packaging Design of St Austell Brewery's IPA, Proper Job: A Collaboration between Thirst and Tobias Hall

Revamping the Packaging Design of St Austell Brewery's IPA, Proper Job: A Collaboration between Thirst and Tobias Hall
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Revamping the Packaging Design of St Austell Brewery’s IPA, Proper Job: A Collaboration between Thirst and Tobias Hall

8
Revamping the Brand Identity of St Austell Brewery's Flagship IPA,
On Lovely Package today, we are showcasing the partnership between Thirst and St Austell Brewery that has resulted in some fresh new work.

Proper Job, the award-winning flagship IPA from St Austell Brewery, is well known for its bold, refreshing and vibrant taste. It was time for the brand to live up to its name, derived from the famous Cornish phrase for “a job well done,” by rewarding real moments, big and small, with its superior quality ale.

The challenge was to ignite the brand’s cross-channel quality perceptions consistently across bottle, can, keg, and cask. The redesign needed to balance its true ale legacy with contemporary premium cues to retain loyal drinkers and recruit the next generation.

This isn’t a beer about doing things differently; it’s about doing things right. Every element of the new design celebrates proper craftsmanship. Refined through heartfelt handcraft, Proper Job’s name is amplified with pride while its crisp green has been vibrantly refreshed to reflect the true character of a Cornish spirit.

This modern visual identity brings to life this distinctive IPA story across premium pump clips, bespoke glassware, and brand world, reinvigorating the brand’s superior quality for drinkers old and new. It stands as a proud symbol of true craftsmanship.

The beautiful typography was created in a partnership between Thirst and Tobias Hall.

Revamping the Packaging Design of St Austell Brewery's IPA, Proper Job: A Collaboration between Thirst and Tobias Hall

Revamping the Packaging Design of St Austell Brewery's IPA, Proper Job: A Collaboration between Thirst and Tobias Hall

Revamping the Packaging Design of St Austell Brewery's IPA, Proper Job: A Collaboration between Thirst and Tobias Hall

Revamping the Packaging Design of St Austell Brewery's IPA, Proper Job: A Collaboration between Thirst and Tobias Hall

Revamping the Packaging Design of St Austell Brewery's IPA, Proper Job: A Collaboration between Thirst and Tobias Hall

Revamping the Packaging Design of St Austell Brewery's IPA, Proper Job: A Collaboration between Thirst and Tobias Hall

Revamping the Packaging Design of St Austell Brewery's IPA, Proper Job: A Collaboration between Thirst and Tobias Hall

Revamping the Packaging Design of St Austell Brewery's IPA, Proper Job: A Collaboration between Thirst and Tobias Hall

Revamping the Packaging Design of St Austell Brewery's IPA, Proper Job: A Collaboration between Thirst and Tobias Hall
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