Seattle design/branding agency Hornall Anderson Design Works has redesigned local microbrew
Redook's complete line of packaging. "We jumped at the chance to follow the client's only real direction,
'Defy ordinary,' " says HADW project manager Bruce Stigler, quoting the brand's slogan. "Redhook
wanted its new packaging design to return to its craft roots." This includes, according to Stigler,
incorporating a "unique split label; whimsical action words like 'open here,' 'imbibe,' 'drink' and 'grab';
and the juxtaposition of old-world craft and contemporary graphics to better reflect each flavor."
Individual bottle cap identifiers and a proprietary bottle design round out the effort, and Stigler
believes "we were able to re-energize the brand without straying from original consumer familiarity."