Design Activity have been awarded a silver Pentaward in international packaging and design for their re-design and range extension of a Lidl’s craft beer range.
The Wick-based creative agency recently scooped the award at a ceremony in Shanghai for their work in 2015 on the Lidl Hatherwood range which was judged by an international jury of 12 designers from major companies.
The Lidl range consists of six craft beers, each with a unique flavour and design.
Judges were said to have been “impressed” by the distinctive illustration of each Hatherwood bottle and the incorporation of a typographic style that emphasises the beer’s character and creates a “unique personality”.
According to the panel, the master brewer’s signature and numbering system (from light to dark) also helps to convey the idiosyncrasies of each drink.
Andrew Stroud, managing director of Design Activity said: “We’re delighted to have received this award for our work on the Lidl Hatherwood range. We were challenged to instil design credentials that epitomised the crafting behind craft beers in order to maximise the individual personalities, and that’s exactly what we delivered!”
Antonio Schiorlin, head of department (Buying) at Lidl UK added: “Craft beers have soared in popularity over the last few years and sales at Lidl have been no exception. After the success of our Brewery Concept, we worked on expanding our own-label Hatherwood range and are incredibly pleased with the results produced by Design Activity.”
To find out more about the Pentaward visit: www.pentawards.org and for more about Design Activity go to: www.designactivity.co.uk
Pictured above: The winning beer design
