Rebellion Brewing engaged Studio Round to redevelop the identity and packaging of its leading gluten free beer product, O’Brien.
The desire was to reposition the beer away from being positioned solely on its gluten-free functional benefit (“forced choice”) and to become a first choice (“my beer”) for both celiac-sufferors and also the general craft beer market. To support this new positioning the intention was to dial up the craft beer story in order to move away from the dull, mainstream beers, and create a new, more aspirational brand image for the product.
The design response needed to feel more crafted and aspirational, but it was also important not to position it too far into the boutique beer market as it could alienate their existing customer base. Designed by Round.