SUTHERLAND ALES 

Packaging and identity for an independent brewery
based in Sutherland.

packaging design

The concept behind the label design is to showcase what makes Sutherland special and therefore what makes Sutherland Ales special.

Each flavour is a location within Sutherland and the label design celebrates this through photography of the location as well as a technical drawing that highlights something special about the location.

Native Wolf — celebrates parts of the Caledonian forrest in Sutherland.
Fionn — a loch that can be reached via heather fields and is known as the best in Sutherland for brown trout fishing.
Assynt — a mountain range with pioneering geological theory that has been applied across the world.

The arrow is used on the labels to communicate which direction the point of interest is, in comparison to the brewery in Lochinver.

the brand identity

The name Sutherland originates from the era of Norwegian Viking rule and despite geographically containing some of the northernmost parts of the UK it was called Sutherland as it was south of Orkney. This juxtaposition forms the basis of the identity through the arrow.