PROJECT
Carakale Craft Beer Branding & Label Design
SERVICES
BREWERY BRAND STRATEGY & STORY
BREWERY LOGO DESIGN
BEER PACKAGE DESIGN
BREWERY WEBSITE DESIGN
TAP HANDLE DESIGN
BREWERY APPAREL DESIGN
SELL SHEET & COLLATERAL DESIGN
BREWERY SOCIAL MEDIA CONTENT
BEER PHOTOSHOOT & VIDEO
The Challenge:
Carakale was originally founded in 2010 as Jordan’s first craft brewery. The journey to bring expressive craft beer to the masses in a conservative desert kingdom was arduous, but against all odds the brewery established itself and grew a base of dedicated fans. With fresh investment came a vision to become the most iconic brewery in the Middle East. To enable that ambitious objective, Carakale selected Creature Theory to execute a sweeping rebrand that would set the brewery up for lasting success.
Execution:
Research, fact-finding, and many Zoom interviews resulted a trove of material to develop an authentic, meaningful and inspiring brand story. Creature Theory built the branding around the idea that Carakale stands as a marked departure from the status quo—their flavorful beers are a source of inspiration and joy for Jordan, and the world. As part of the complete rebrand, we were tasked with developing a contemporary Arabic wordmark to be the centerpiece of the new identity. We created the custom lettering to be symbolic of how Carakale is a catalyst for connection—people, places, brewing styles and ingredients. The graphic style of the structured yet flowing geometric lettering represents the dynamic crossroads of Arab tradition and modern innovation.
BIRTH OF A LEGEND
Carakale Brewing is the product of fierce determination, fertile imagination and a bit of unlikely magic.
The brand is inspired by a remarkable animal, the caracal—an elusive species of wild desert cat. An endangered survivor of near mythical qualities, the caracal can leap up to four meters high to capture prey. Over time, legend spread that the creature could fly. And thus, Carakale’s symbol was born.
Carakale is easier to find than the mysterious namesake, yet just as extraordinary. Discover Carakale for yourself and become part of the story.
TESTIMONIAL
“When looking for an agency to be trusted with this big rebrand, we initially shortlisted about 34 agencies. After that we then went through each agency’s website to look at their portfolio, then picked out the best of the best for interviews. Creature Theory rose to the top.“
Firas Haddad, Head of Marketing
“A couple months post launching the rebrand, things are going well, the new packaging is a hit, everyone is loving it!”
Firas Haddad, Head of Marketing
Want to learn more about the work we did with Carakale, or what we might be able to do for your brand? Send us a quick email:
Brewery brand apparel and merch design