by Mike Curtis
A new craft beer to recently launch is Beau Nash. The ale has been brewed by micro-brewery Moodley’s, based in Penshurst, Kent. The clever name reads the same when upside down, this is known as an ambigram.
The packaging has been produced by brand consultancy JDO who have based the bottle’s design and name on 18th century Tunbridge Wells-based fashion icon and gambler, Beau Nash, in homage to the Kent town. Using gambling as the inspiration for the packaging design which has three playing cards, alongside the name Beau Nash, all of which read the same when upside down. Ambigrams lend themselves well to bottles, because it means that you can read the name whilst it is standing and also read it whilst tipping it up to drink or pour from.
What is an ambigram?
An ambigram is a word, art form or other symbolic representation whose elements retain meaning when viewed or interpreted from a different direction, perspective, or orientation. Ambigrams date back to 1893 but there have been relatively few used on food and drink brands.
Image source: Design week