JW Lees | Light Beer
Government changes to beer duty in August 2023 created an opportunity for JW Lees to develop a new lower-alcohol lager. The challenge was to achieve standout in a competitive environment. Still, we also needed to fit in, creating a design that would slot into JW Lees’ lager story alongside their existing Original and Manchester Craft brands.
We designed Light using a typographic approach that follows our previous work using muscular display faces with an industrial heritage to express our Modern Traditional Brewer brand platform. Combining type treatment and iconography reinforces the beer’s name and creates a beacon on the bar. We chose the red to add something different to the range and communicate its value proposition.