Loah is a leading brand in the flavoured low-alcohol lager sector and offers a light, refreshing lager cut with fruit. They fill a spot on shelves and in fridges that offers a great alternative to the heavily hopped and/or malted beers that dominate the category.

Loah 1.0 launched during in Covid, but as trade started to open up again, and people started to rekindle their love with the out of home experience, the design for the rebrand needed to reflect this shift. This was achieved through the use of bold, bright colours that jump out on shelves, while keeping a reserved and spacious layout style to reinforce the feeling that this is a light, healthy and refreshing drink.

There is a deep level of creativity that goes into the brewing process for Loah, with a brewing process that lets them match any flavour you can think of to the right hops to make it pop - the sky really is the limit with what they can brew. So, that helped reach the proposition of Blue Sky Drinking.  This creativity became a focus for the wider brand and particularly for the packaging where we’ve included a space for a new illustrator to have creative control over, for each new print run. This first edition sees Waldemar Stepien’s joyful interpretation of a Loah world where limes are squeezed from the sky.

The Window on the front of can shows a textured print of a clear sky inspired by childhood cartoons, and acting as a focal point on the packaging; a literal representation of Blue Sky Drinking. This window will have a slightly different perspective for each SKU. The ratio of this window has gone on to inform almost all other print collateral, an ownable brand shape.

The logotype needed to feel big, bold, confident and playful acting as a striking anchor at the bottom of the can label. Within the wordmark there’s a beer droplet found in the negative space of the A, and the label itself has spot UV coating on the window and logotype to help those key brand assets stand out on the shelf.

Displaay’s Tobias is used for the titles acting as a refined and characterful balance to the clean, sans serif body copy. Certain letterforms are italicised within words to represent little creative moments.