OnTap Magazine

The first bite is with the eye – it’s a common adage in the culinary world and it stretches beyond fancy food perfectly presented on a plate. Joya Taft-Dick takes a look at some of Africa’s craft breweries who take as much pride in what’s on the outside of the can as they do with the liquid inside. T he artwork wrapped around the can of Bature Brewery’s Harmattan Haze immediately catches the eye. It is bold, it is enticing – and it is art. As Nigeria’s first-ever craft brewery, Bature began its foray into the business in Abuja after its founders tired of drinking “bland, mass-produced lager”. Their interest in local ingredients and experimentation with Nigerian flavors has proved successful; they have just opened a second location in Lagos. Coinciding with this expansion is the release of their new label designs which go beyond simply capturing the drinker’s attention. Much like the beers themselves, the labels rely on that which is homegrown. The designs are a collaboration with Williams Chechet, a Nigerian pop artist, graphic designer, illustrator and muralist who finds inspiration in his culture and history. Chechet has created a vibrant tapestry to adorn Bature’s Harmattan Haze and Black Gold Stout, both exemplifying originality, as well as local appeal and relevance. THE CREATIVE CRAFT Over the past few years, the world of craft beer has increasingly seen their can and bottle labels as an additional opportunity to showcase their brand, their story, their ethos. From a marketing perspective, in places where craft beer has become popular, how else might your brew stand out on a shelf in a bottle shop, with myriad other brands to choose from? But going beyond the basics of branding, label design is also becoming an extension of the creativity that goes into the making of the beer itself. Here in South Africa, a beer label design award was added in 2018 to the existing wine label awards convened by Winemag .co.za . In the three years since, beer labels have been judged on “originality of concept, execution, shelf appeal and effectiveness as a piece of communication”. While still a new initiative – and with participation the last two years relatively low – there is evidence that the craft beer industry here is beginning to embrace the idea that compelling label and packaging design are an important connection point with the consumer. In the inaugural year of the Beer Label Design Awards, Lakeside Brewing Company – based in Kommetjie, Cape Town – won the People’s Choice Award as well as a silver for their newly rebranded range of beers. “Craft beer has always been experimental by nature,” says graphic designer Jenny Glazer, who was responsible for Lakeside’s rebrand, “so landing a brief like that is already a dream! Lakeside is rooted in the spirit of adventure, it had a story to tell and this created sort of an unlimited canvas where you’re compelled to challenge the norm of label design as much as possible.” A SOCIAL COMMENTARY One theme that arose from several brewers and artists was this idea that labelling needs to rise above the clamour. Kennel's core range won a gold medal at the inaugural Beer Label Design Awards in 2018