Principle Brewing’s visual identity is rooted in honesty, simplicity, and a strong sense of place, much like the beer itself. The packaging leans into that ethos with an unapologetically minimal system that puts the beer front and centre, both literally and visually.

Each beer in the range holds its own personality through considered use of colour, type hierarchy, and minimal copy. It’s about making space — for the beer, for the story, for the people holding the can. The broader system extends seamlessly into merch and signage, where the design continues to speak in the same language. Unfussy, familiar, and memorable. It’s not just beer. It’s Principle.