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London craft brewery Camden Town Brewery has launched a new packaging design for its cans and bottles, which is supported by a new website and an above-the-line promotional campaign.

The packaging across the current range of bottles, cans, boxes and tap badges features bold background colours and strong typography to make the Camden name stand out.

The bold and colourful design creates more consistency across products, while the content on packaging is educational in an engaging and informative way, with playful illustrations in line with Camden’s brand tone.

"This refresh is part of our wider strategy to bring great craft beer to more people."

Camden Town Brewery managing director Mark Turner said: "This refresh is part of our wider strategy to bring great craft beer to more people.

"The bold branding will really stand out on shelves, with engaging product information that appeals to consumers, giving another great reason to purchase."

Camden Town Brewery partnered with branding agency Studio Juice to develop the new designs.

Studio Juice creative designer Ross Stirling said: "Much like the Camden Hells Lager of today, the refresh is the result of tireless refinement. It was about making what worked, work harder. On their own, these beers scream from the tap rooms and bottle shops, but as a collection they come together to celebrate their irreverent fun nature and continued success."

Bottles and cans featuring the new pack design are available across the UK in Waitrose, M&S and at Majestic wines, as well as in bars.

Camden Town Brewery was founded in 2007 by Jasper Cuppaidge in the basement of the Horseshoe pub in Hampstead. The present brewery is located in Kentish Town West, with another brewery under construction in Enfield.

Camden Town Brewery’s range consists of seven beers including Hells lager.

In 2016, Camden Town Brewery was acquired by global drinks firm AB InBev for approximately £85m.

Image: Camden Town Brewery has launched a new packaging design for its cans and bottles. Photo: Courtesy of Camden Town Brewery.