JUBEL, a UK-based beer company known for its fruity lagers, has introduced a new brand identity designed by London-based Earthling Studio. Established in 2018, JUBEL offers beers with flavors like peach, elderflower, and grapefruit. The new branding captures the essence of the company’s “Dangerously Refreshing” slogan.
The new logo features a distinctive diagonal cut, giving it a unique edge and grabbing attention. This cut is JUBEL’s most recognizable element. The logo’s dynamic shape emphasizes the baseline and cap height, especially in the “J,” creating a strong upward motion. Each letter aligns with the converging lines, ensuring a cohesive look. The thick strokes make the letters appear flat, an improvement from the disjointed design.
The bold, striking color palette of orange, white, and black creates a sense of urgency and freshness. The logo and packaging colors help JUBEL stand out on store shelves. The cans feature a 50/50 color block split of white and orange, enhancing visibility.
The typography balances freshness and dynamism, with craft touches reflecting the beer’s quality. The primary typeface in the logo is clean and modern. The secondary text follows the logo’s direction with bold angles, creating a cohesive visual language.
The new identity includes simple illustrations and chevron patterns across various materials. This flexible design system ensures a consistent brand identity for packaging, the website, social media, merchandise, and promotions.
Photography balances the heavy use of black and orange. Images of festivals and outdoor events provide contrast and soften the overall visual direction, making the brand more approachable. These photos and the “Dangerously Refreshing” text convey the brand’s adventurous spirit.
The new can design features a clear hierarchy: the prominent JUBEL logo, followed by “BEER” and the flavor, such as “Peach.” This layout improves readability and ensures key information is easily accessible.
Earthling Studio’s rebranding has successfully transformed JUBEL’s visual identity into a modern, dynamic, and engaging one. The new logo, bold color palette, thoughtful typography, and flexible design system enhance the brand’s appeal and ensure consistency across all platforms.
