Moreish amber ales, easy-drinking blondes and dark brooding porters: Essex’s Growler brewery has something for everyone, whatever your tipple.
We were asked to create a bold new masterbrand identity for this award-winning brewery plus a series of audacious new designs for their portfolio of house beers: Old Growler, Growler Bitter, Umbel Ale, Lemon Head and Essex Border.
Our challenge was to create a cohesive identity with bags of character for the brewery and its beers, and inject a certain irreverence into the individual house ale brands. We also wanted to communicate Growler Brewery’s Essex provenance with confidence, and a healthy dose of attitude.
The use of the bowler hat, which features on all the materials, balances the old with the new. A perfect marriage of British eccentricity and tradition.
It was really important to balance edgy attitude, craft and personality without it looking old-fashioned. The bulldog is the guy we all engage with and who encapsulates the spirit and attitude of the brewery. We’ve evolved this loveable dog by giving him more personality, and imbued him with a quirky sense of fun, which makes him more accessible to younger drinkers. As a key brand equity, he’s now the ‘umbrella’ icon which links the brewery and the beers with a subtle brand glue and just a little bit of tongue-in-cheek humour.