A vibrant rebrand by JDO brings bold, playful packaging that amplifies Big Hug’s mission by spotlighting social causes on every can

Big Hug has always had heart, fully committed to brewing great-tasting beers and giving back to social causes. But in a category brimming with personality and competition, its story simply wasn’t reaching enough people. Although the brand had a lot of fans, limited awareness was holding Big Hug back from achieving its ambition of becoming a 100% positive-impact business.

JDO signed on as creative partners-in-purpose, tasked with amplifying awareness and impact with a bold rebrand that was cohesive, built for growth and undeniably optimistic.

JDO distilled the brand’s purpose into a single brand promise: “ Brew for Better, for People and Planet. ” From there, they built a strategy and design system that would create belief in that promise at every touchpoint, staying true to the brand’s irrepressible wit, warmth and drive to do good.

At the heart of the rebrand is a bold new brandmark and the new ‘World Hug’ logo – a meaningful symbol of Big Hug’s mission to inspire positive change, and a powerful stamp of social good. Surrounding this is an optimistic brand world bursting with riotous colour and character, designed to stand out across every touchpoint.

The agency overhauled the packaging system with a clear architecture that lets each beer shine on its own while reinforcing the Big Hug family. Vibrant collage treatments and a bold illustration style ensure the range is fun, inviting and unmistakable on shelf. On-pack storytelling highlights the cause each release supports, making the brand’s impact both visible and emotionally resonant.

For more information on the design, visit JDO's website or follow them on Instagram .

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