Bays Brewery – Devon Dumpling

Project Image

The brief

Bays Brewery is a multi award-winning, family-run business based in Torbay.

Their passion is brewing premium ales using the finest local ingredients while supporting the local community & protecting the environment.

Devon Dumpling is a long-standing bestseller for Bays Brewery. One of their mainstay beers, Bays asked PriorCreative to refresh the label & pump clip design to provide a more modern take on the classic ale.

Emphasis was placed on the Devon flag, taking an understated yet contrasting approach. Subtle treatments were added to the beer name & we shifted the hierarchy of the brewery & ale names.

The bottles will be sold locally to pubs, hotels & major supermarkets.


Having worked with Bays to develop many of their previous pump clips & bottle labels, we used this experience to create a hand-crafted piece of typography for Devon Dumpling.

Losing the vector-based flag reference, we adopted a photographic image showing the flag in a more prominent position. The original flag was designed by a student, Ryan Sealey, in 2003.

The bottle packaging used a combination of the flag's colours & silver-based foil substrate to provide a premium package design.

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