[A] successful Cumbrian brewery has given young designers the chance to showcase their talent as part of a project with University of Cumbria and the Westmorland Family.
Eden Brewery, in Penrith, has launched its Eden Student Design Project, which challenges third year graphic design students to create the cans for a special range of beers each year.
In May the brewery’s managing director Jason Hill briefed students at the university to design the cans for two limited release beers, Thirsty Dog IPA and Smoooth Sippin’ Coco Chino.
Elinor Prescott, 21, from Carlisle, came up with winning design, which will now be printed on 330ml cans of beer and sold in outlets across the country, including Westmorland Family’s Tebay Services on the M6, Gloucester Services on the M5 and the Rheged Centre, near Penrith.
Mr Hill said: “We are growing as a brewery all the time. But a core part of our business will always remain using and promoting the Cumbrian suppliers we work with in our community.
“We know from working with them just how talented people in Cumbria are and how much graft they put in to create fantastic, internationally recognised products. The Eden Student Design project is intended to help showcase the work of young designers in the county and, hopefully, give them a little leg up and a boost in their career.
“It also gives us the chance to develop and experiment with an extra range of beers each year, which are just as vibrant and striking as the cans they come in.”
Thirsty Dog IPA blends the tropical, highly fragrant hop Azacca with Amarillo, Citra, Summit and Cascade to create a fruity beer full of citrus flavour.
Smoooth Sippin’ Coco Chino is the product of a collaboration with another of the brewery’s regular suppliers, Carvetii Coffee, in Threlkeld. Carvetii espresso is added to the ale, along with coconut milk, to create an exceptionally smooth and subtly flavoured dark beer.
Elinor said: “I’m really into beer and I am involved with CAMRA, so it’s something I am really passionate about.”
Now Elinor has finished her BA Hons in Graphic Design she hopes to work in the brewing industry.
“I am really intrigued about branding within the breweries and making the beer as well. It’s a really big opportunity for me and I am really quite excited about it. I didn’t really expect it to get this far so it’s given me a big confidence boost.”
Jim Millington, programme leader for graphic design at the university, said: “I wrote a project about craft beer and we were looking for industry partners and Jason was keen to get involved and gave us some bottles to work on.
“I want students to have experiences with local companies who share values and attitudes with ourselves. I am looking for interesting companies that are successful and present design challenges for the students.
“It means an awful lot to the students and to us. For the students there is nothing like seeing your first job in print, they get a real buzz from it.”
Alex Evans, Farmshop Buyer with the Westmorland Family, said: “We actively support local producers and for many years have worked closely with Jason, stocking his interesting range of beers in our Farmshops and Rheged Foodhall.
“We’ve also worked in partnership with Eden Brewery to produce our own label beer. We are really excited to be part of the project and to be stocking Thirsty Dog IPA and Smoooth Sippin’ Coco Chino. It’s a great opportunity for the graphic design students to be involved in a project directly related to business and industry, with the results on sale to a national customer audience at Tebay and Gloucester Services.”