Story time with DB

It’s been 50 years and counting for beer brand DB Export, and to spruce up the brand half a century on, DB has enlisted the creative hands of Dow Design, who has added a touch of nostalgia to the family of beers.

The DB Export range has a fresh and contemporary new look that also pays homage to the brand’s history. The original DB Export beer has also returned to celebrate the 50-year landmark, revisiting its 1960s look and feel.

Another part of the rebrand involved moving Export Gold label away from its yellow colour palette and gone back to a classic gold livery. Export Dry has followed the lead taken by Export 33 and had its paper label replaced with a clear plastic one with silver tones. 

In rebranding the Export range, Dow Design senior creative, Will Fletcher, says the aim was to rediscover the truths behind the DB Export family of beers, while keeping up to play with what modern day consumers expect. 

“The brand’s rich history provided an authentic base from which to draw inspiration, allowing us to include subtle nods to the past with Morton Coutts’ signature and the DB logo appearing across the range,” says Fletcher. “We have also stayed true to the original DB Export in our retro and nostalgic design for the limited edition quart bottles. We chose uncoated cardboard stock as the appropriate packaging for its twin packs. This gave us the perfect canvas to tell the DB story of innovative brewing in just four colours to create an old style print press look.”

Idealog has been covering the most interesting people, businesses and issues from the fields of innovation, design, technology and urban development for over 12 years. And we're asking for your support so we can keep telling those stories, inspire more entrepreneurs to start their own businesses and keep pushing New Zealand forward. Give over $5 a month and you will not only be supporting New Zealand innovation, but you’ll also receive a print subscription and a copy of the new book by David Downs and Dr. Michelle Dickinson, No. 8 Recharged (while stocks last).