Brains’ Core Brand Evolution

Raise the bar. Praise the ale.

SA, Bitter and Dark are core beer brands that have helped to establish Brains’ family heritage over the last century.

In a move to a brand-new, purpose-built brewery, preserving a consistency of taste was paramount across each of the individual recipes. It did however present the perfect opportunity to reconsider their design.

Working closely with the team at Brains and a selected number of customer focus groups, we considered how each of their individual brands could evolve and how we could unite them closer together, strengthening the family of Wales’ legendary beers.

We also explored how we could create something different; to help amplify each of their individual taste profiles together with heightened visibility at a crowded bar.

Enlarging the Brains logo lozenge emphasises the brand and one unified shape. Whilst curving this shape (as with a bottle label) allows for additional information and tasting notes to be displayed at either side. This marked the main point of difference compared with anything else currently seen in the market place. Determining a new maximum size considered the available space between each beer engine, whilst cost considered the material and complexity in terms of manufacturing.

Designed and developed in-house in both 2D and 3D, allowed us to imagine the exact final output and help steer the manufacturing process at first-hand.