Beer has long been associated with an unhealthy lifestyle, not helped by the overused term ‘beer belly’. Emerging drinking trends show that consumers are gravitating towards healthier alternatives and are placing quality over quantity.
In line with this new wave of thinking, FMCG trade title The Grocer challenged brand and packaging design agency PB Creative to develop a beer brand that dispels negative connotations and improves public awareness of the health benefits. PB Creative responded with Hop Heart, a craft-beer brand inspired by the high levels of vitamin B6 found in beer, which are known to reduce the risk of heart disease. Recognised for creating designs with beauty and clarity, PB Creative’s concept centres around a brand icon: a heart-shaped hop.