Jubel: Creating cut through in the craft beer category

Jubel, a beer brand, redesigned its brand packaging to represent how the product is cutting through the traditional beer category to increase sales in the UK.

Executive Summary

The founders of Jubel discovered peach lager while on holiday in the Alps and instantly recognised a gap for the drink in the UK market. It had the refreshment qualities of a cider with the 'sessionability' of a lager, and was perfect to bridge the gap between the two.

Jubel was born and quickly gained a following in pubs and bars in the South West of England, but more in the mainstream lager category rather than craft beer, where the duo felt it belonged. They realised that the brand's identity didn't match its core ambition or tell consumers...

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