Mitchell’s Craft Beer

Identity and Packaging Design


Mitchell’s Brewing was founded in Knysna in 1983, making it South Africa’s original Craft Brewery. Since the creation of the original label, the craft beer market has exploded in South Africa. The key strategic ask from a design perspective was how to make the brand feel relevant and modern but not too ‘craft’ and not too ‘mainstream’. The packaging also had to stand out on shelf amongst a very bold, design-savvy and competitive category.


The client requested a ‘revolutionary over evolutionary’ approach. The old label was completely set aside while important brand cues such as the logo and colour were maintained but modernised.


This work was done for Watson|Ferguson on behalf of Mitchell’s.