DesignHawk – Crafting and Communicating the Unconventional for Ice Breaker Beer

Originally just a seasonal, Ice Breaker’s popularity made Greene King introduce it as a permanent member of their beer range, launching into all pubs and retail. The original design lacked craftsmanship so needed an uplift and the client wanted to find & define their brand personality more clearly. We were curious to how this beer became so popular, so we had a workshop with the full marketing, sales and brewing teams to dig deeper. It became clear that this beer was a rebel in the pack, an unconventional brew for Greene King, and its maverick recipe had created a delicious beer – all the easy-drinking ice cold refreshment of a lager with the burst of juicy flavour expected from a modern pale ale. The team were keen not to break memory structures of the loyal fans who had championed this b