Pentagram has designed the brand identity for 2DADS, a new brewing company based in British Columbia, Canada.
2DADS was founded by fathers Will Sorrell and Greg Iredale with the intention of brewing high-quality craft beers that are easy to enjoy and accessible to everyone. Citra Pale Ale is 2DADS’ first beer—a zesty, refreshing beer, it has a hint of tropical fruit and is stocked in independent liquor stores around Victoria and Vancouver Island.
2DADS approached Pentagram to create an identity that would help the brand stand out in what has become a very crowded marketplace. In contrast to the more traditional, illustrative approach taken by most craft beers (and echoing 2DADS’ somewhat unconventional name), the design team took a much bolder approach with a typographic solution and a black and white colour palette, with a bright accent colour for each new beer in the range.
Playful and industrial in look and feel, the typeface Standard by Benoit Bodhuin is used across 2DADS’ packaging and other applications. The heavily engineered typeface has an almost Brutalist feel, and is repeated, manipulated and wrapped around the cans to great effect. News Gothic is used for the supporting type, and provides a great contrast to the chunky display typeface.
Adding to the idiosyncratic feel, a campaign featuring black and white, quirky non-beer or drinking-related imagery overlaid with type reinforces the idea that 2DADS is offering its customers something different to the usual, more predictable craft beer offer.
2DAD’s founders explained: “There is such an amazing selection of craft beer these days, which means it can be confusing choosing something from your local liquor store, especially if you’re not a beer nerd. We wanted a design that could stand out and look fantastic, and also really simply explain what’s in the can and who made it—two dads.
The team at Pentagram really got what we were trying to achieve—the mix of fun with simple, honest communication. They listened closely to us, then took our ideas to the next level. We were absolutely blown away by what came back and how it has evolved. And it’s working! The beer is selling very well. Of course, it is delicious beer... but we don’t underestimate the power of beautiful packaging, which is doing the job of cutting through the noise of a large variety of craft beers.”
The pair are aiming to follow up the popular Citra Pale Ale with an IPA and a Czech Pilsner, and plan to open their own brewing premises in 2022.