How Contemporary Graphic Designers / Agencies Apply Narrative to Their Work

Halo, a Bristol based creative agency, describe their use of narative in branding as:

We position brands with techniques and insights that affect transformative change. This can be building purpose, strategic intent, proposition, growth planning, brand architecture or portfolio rationalisation and alignment. A vision for the future or a vehicle for managing adaptive challenges.

wearehalo.co.uk/principles

We can see these techniques applied in the work Pedro Oyabide and the team at Halo produced for Butcombe Brewing Co.

Halo managed to shape a new strategic brand narrative, defining and creating opportunities for growth in the overcrowded ale and craft beer market. They completely updated the of visual identity and design for Butcombe’s traditional ales and created an entire brand architecture for a limited edition range of craft beers. The rebrand won critical acclaim, and a World Beer Medal for brand design.

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The most notable use of narrative with this rebrand is the ‘78 Range. Each ale is limited batch with a unique name and design created in honour of a landmark event or personality from the year of the Brewery’s birth, 1978. This gives the brewery a way to celebrate their history and share it with their customers who may be enticed by the retro themes and aesthetics used. Halo were really committed to the narrative, including a Hitchhikers Guide to the Galaxy themed beer, a beer to celebrate ‘the Winter of Discontent’ strikes and even a space invaders themed beer amongst many others. This would help to stir up nostalgic feelings for anyone who was around in ’78 or, to serve up a slice of the brand’s history for those who weren’t.