Fred Trevor’s zesty identity for Loah Beer Co. embraces an optimistic, low-alcohol perspective

Offering the ever-growing, low-alcohol-drinking market a selection of refreshing, fruity lagers, Loah hopes to fill the role of the lighter alternative, led by their potential-highlighting maxim, ‘Blue Sky Drinking.’ Reflecting this notion, the identity for the brand, designed by London-based creative Fred Trevor, brings energy, optimism and character to the drink’s shelf. “The key was that this low alcohol brand wanted to feel unapologetic,” Trevor tells us, channelling this attitude across the punchy yet restrained visual language; playfully balancing type, colour and, critically, illustration.

Intending to regularly collaborate with new illustrators, the inaugural imagery comes at Trevor’s own hands, quite literally depicting the brand’s blue sky intentions through a cartoonish window scene. The can’s reverse, however, features a further creative scene from Glasgow-based illustrator Waldemar Stepien, who portrayed the citrusy production of the lager. Together, Trevor and Stepien’s creations provide the can with a distinct sense of perspective, indicative of the alternative view on drinking Loah offers. The refreshing, zesty vibe of the illustrations is mirrored in the use of Displaay’s Tobias and Roobert as supporting typefaces, as well as a bespoke cut of Fatype’s Baton for the wordmark.

“All the colour’s rollout will be informed, first and foremost, by flavour,” Trevor explains, suggesting the systematic use of different hues to indicate different flavours, such as green for lime and pink for peach. “More specifically, I wanted to go with a bright green that felt crisp, fresh and exciting,” he continues, “something that stood out on the shelf with confidence.”

Beyond the identity, Trevor also influenced the practical tactility of Loah’s products, from spot UV coating on the label to catch one’s eye on the shelf to the use of gold-toned aluminium for the can’s top. “The gold top was a conscious decision to help elevate the premium feel of the can, but also introduce a warming tone,” he concludes, having worked closely with the founders on such prominent decision-making, “we looked into some research that expressed the importance of the last thing you see before taking a sip.”

Fred Trevor

Loah