Bath Ales was established in 1995 as one of the new generation cask brewers. It enjoyed steady growth until recently when it struggled with increased competition from local breweries, and was taken over by St Austell brewery. We were brought in to revitalise the brand and reposition it for growth, which coincided with investment in a new brewing facility that significantly increased capacity. The challenge was to make the brand relevant to today’s drinkers, build on its provenance and ensure it complemented the St Austell beer portfolio.
The hare icon was inspired by the Westbury White Horse, that was carved in chalk and has been a key brand asset. We took this equity and created a brand identity that has gravitas and added value – the crafted typography is balanced by the playful hare.
We also created the strapline ‘mad about our beers’ to reinforce the relationship with the hare icon and emphasise the passion of the brewers and all who work at the brewery.
The core beer range is key to the future success of the brewery in fulfilling its increased brewing capacity, this meant the branding had to work harder on bar and on shelf to appeal to a wider market. We gave the range a fresh colour palette and heroed the hare icon by breaking it out of the top of the bottle labels.
The new brand identity is a contemporary classic that adds value and retains its integrity when it is applied across all media.
The brand activation was extensive and effectively relaunched the brewery across all channels to reposition the beers and appeal to a wide range of drinkers across the South West.
Brand management was essential to maintain the integrity of the brand and its added value positioning – the brand guidelines are simple and effective.
The WPA Pinfold team has played a pivotal role in helping us refresh and reinvigorate the Bath Ales brand. This has enabled us to significantly increase sales, to coincide with the opening of our new brewery.