Brief

To commemorate its remarkable 175-year brewing legacy, Okell’s Brewery developed a limited-edition Smoked Porter. The brief was clear: create packaging that not only reflected the beer’s rich, smoky complexity but also sat proudly within the brewery’s esteemed Heritage Collection. Our challenge was to balance modern appeal with timeless authenticity — across bottles, cans, and pump clips.

Packaging Design Approach

As an extension of the Heritage Collection, the Smoked Porter needed to feel like part of the family while confidently holding its own. We evolved the format and refined the colour palette to elevate the design and signal its premium positioning. The result was a sophisticated visual language rooted in the brand’s heritage — but refreshed for a new audience. The artwork spanned bottle and can formats, and was a respectful nod to Okell’s long and storied past.

Brand Positioning Strategy

We began with our tried-and-tested Pack & Brag approach — creating standout shelf presence with immediate visual recognition. This gave us a strong foundation for the storytelling to follow.

From there, we built a lifestyle-led campaign that extended beyond Okell’s traditional audience. We identified a new wave of curious craft beer drinkers and engaged them through a clever narrative hook: Smoked Porter Lover No. (xxx) — a subtle, collectable-style motif that rewarded discovery and encouraged sharing.

To support this, we launched a targeted social media push and a bold cinema spot. The ad featured rich product close-ups and a rebellious, unexpected soundtrack that captured the maverick spirit of the brew.

The Result

The launch was a resounding success. Stock sold out faster than anticipated, thanks in part to early trade engagement, exclusive brewery events, and sampling sessions that helped build momentum.

Most importantly, the Smoked Porter resonated with consumers — and repeat sales have confirmed its place as a standout within Okell’s portfolio.