Bristol-based Design Activity has won a silver Pentaward in international packaging and design for its re-design and range extension of Lidl’s craft beer range under the brand Hatherwood. Lidl took a strategic decision in mid-2015 to invest more seriously in design after recognising that using packaging design to align closely to brand leaders might confuse customers, and also acknowledging the commercial impact that innovative packaging design can achieve. No longer are Lidl stores littered with ‘me toos’. Instead, we now see creative expressions for Lidl’s own brands that follow category cues but stand in their own right. The Hatherwood range was one of the first projects briefed against the new strategy . It was launched in November 2015 on a phased basis, with a more extensive range introduced in early 2016. Sales have been very strong since. It consists of six craft beers, each with a unique flavour and design.
www.designactivity.co.uk
