Designed by JDO Brand Design & Innovation, United Kingdom.


JDO Brand Design & Innovation has created packaging designs for a new range of Smithwick’s craft beers for Diageo, Ireland.

The agency were tasked with creating designs which maintained a cohesive ‘look & feel’ with the core Smithwick’s masterbrand, whilst establishing a flexible framework from which the brand could stretch and new products could be launched. The first ale to launch is ‘Winter Spirit Ale’ which forms part of the new Smithwick’s ‘Innovations’ portfolio of ales; a summer ale will launch next year.

The Winter Ale is described as being a full bodied superior batch ale that balances a subtle hop flavour with roasted barley character. It is perfect for long, dark evenings and is suffused with rich, woody aromas and a smooth warming body with hints of biscuit, brown sugar and a subtle roasted nut finish.

Ray Smith, JDO Design Director says, “Our inspiration for the Winter Spirit Ale was drawn from the rich, dark colour of the ale itself with its character reflected through a unique blend of orange and copper tones featured in the design.”

Christine Keohane, Senior Brand Manager, Smithwick’s at Diageo Ireland added, “JDO’s beautiful new designs have allowed us to expand the Smithwick’s range and mean that we can drive the brand forward to its next phase of development.”

via Packaging of the World – Creative Package Design Gallery