Introduced in 2001, Fyne Ales began on a family farm in Argyll in West Scotland. Opened by Jonny and Tuggy Delap, the aim of the brewery was to increase revenue to the local area, through “jobs, industry and tourism” to the “isolated corner of Scotland”.
The new logo comprises of an “FA” monogram made up of wooden planks, which are symbolic of beer crates and cow fences, says designer at O Street, Tessa Simpson. The letter “A” is textured, imitating a wooden or tree trunk pattern.
Under the monogram sits the full name, Fyne Ales, with the strapline which reads Farm Brewery. This is also accompanied by the year 2001, when the brewery was formed. The typeface chosen is a bespoke sans-serif version of FS Cattle, created by Fontsmith, which is intended to replicate wood.
The whole set comes together within an abstract shape of a barn silhouette, to “remind the drinker where [the ale] was brewed”. The palette is made up of grey and white but the brand also uses a palette of red, blue, yellow, green and purple for bottles and cans, and packaging of various ales.
The bottle and cans designs also feature varied textures which imitate the different materials and objects found on the farm, for example, metal ladders, tree stumps, grass and crops, and hay. They are transformed into colourful shapes and patterns to distinguish between cans and bottles and also to help the brand “escape its safe supermarket [presence]”, says Tessa Simpson.
The textures have been used across the website and in a series of prints that are released under the Fyne Ales brand online.
Most of the textures were created by hand. “Our thinking for the texture approach was to allow the Fyne Ales team to go on to create their own textures from things they find around the farm, for future special releases of the beers. So far, they’ve been rolling pine cones in ink and using cigar ends to create patterns for the brand’s collaboration brew with Cigar City,” says Simpson.
The on-site photography was completed by Peter Dibdin by commission, in barns, and also of animals and landscape images. Sans-serif typeface Nimbus Sans has been used as the secondary typeface for labels and packaging.
During the research stage, O Street spent time on the farm , says Simpson to “understand the place and its culture”, and “explore the brewery, from mash tuns to cow pats”. A mash tun is a machine used during the process of ale making which turns starch found in grains into sugar.
The Fyne Ales brand is now rolling out across touchpoints, including packaging, labels on pub taps, on-site brewery branding, posters, merchandise, and online.
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