WPA Pinfold



Crafty Dan brand and packaging


Daniel Thwaites


Design Effectiveness Gold 2015

Graphis Design Award 2015

HOW International 2015

Good Design Award 2014

International Beer Award 2014


increase in average sales per beer


Combining craft and creativity

The creation of the Crafty Dan range is Thwaites’ answer to the American craft beer revolution that has hit our shores. These beers are bolder, with bigger flavours – yet, ironically, are based on traditional English ale styles. Each design has a clear definition of its beer style (which is a key communicator for today’s more experimental drinkers) and supporting copy emphasises the more challenging ingredients and flavours.

The new branding and packaging uses a classic illustration style and crafted lettering – presenting it in a fresh, clean contemporary way. The challenge was to integrate the branding across all packaging formats (bottle, can and fount) and communicate a premium positioning. The designs have roots in traditional scraper board illustration style, with a contemporary edge that resonates with the graphic style for craft beers in the USA. On-shelf (and on-bar) stand-off is exceptional and average sales per beer increased by 590%.

Thwaites has over two hundred years of brewing success and it is important to continually innovate and ensure we continue to appeal to our consumers. We have developed the Crafty Dan range to specifically appeal to new drinkers and help us develop new markets, including export. The craft beer market is an important part to Thwaites’ future success and WPA Pinfold has created designs that have a perfect fit with this fast growing category. The designers have enabled us to open up new markets and add value. Feedback from customers is that on shelf impact is fantastic as we have real stand out versus the competition.”

Marketing Manager

Daniel Thwaites