Every season, Moo Brew stashes some of its infamous stout into barrels and leaves it to age in the dark. Twelve months later, it’s released into the light—a momentous occasion that Moo fans wait all year for.
When people received their limited edition of barrel-aged stout, they performed the ritual of bringing the dark into the light: unwrapping the sheaf of black paper to reveal the stark, white label, and then pouring the legendary black liquid into a glass. Darkness released.
We did something completely different in a category overflowing with dark, blokey labels. We designed a label that’s entirely white, with a subtly embossed texture that satisfies the hands as much as the eyes. The cut-out window in the label’s centre hints at the liquid darkness within—resulting in a product with subversive shelf appeal. And it drew people far and wide.