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Whitstable Bay

New branding gives contemporary positioning

Plain sailing for handcrafted beer

Breaking waves

The Whitstable Bay collection is named after the Kentish seaside town of Whitstable, famous for its seafaring traditions, pebbly beaches and annual Oyster Festival.

The brand previously had just one offering in the form of Organic Ale, but the design was starting to show its age, and sales reflected this, so we were delighted when Shepherd Neame - Britain’s oldest brewer - approached us to redesign and expand the portfolio to include a pale ale and blonde lager.

Drawing on English seaside heritage and the brand’s handcrafted cues, we wanted to bring Whitstable Bay bang up to date with a contemporary design that appealed strongly to the market and on-trade consumers alike.

  • Client: Shepherd Neame
  • Year: 2013
  • Location: UK
  • Categories: 2D, 3D, Brand Identity, Innovation, Production, Design for Manufacture

The resulting design is clean and fresh and includes a hand drawn sketch of an oyster dredger, bringing vitality and craftsmanship to an existing brand icon. The colour themes, based on a coastal palette of pale blue, sunshine orange and sage green, contrast with black typography to give a bold simplicity which stands out above the visual noise of a bar environment. The traditional script lettering has gone, replaced by an asymmetric quirky logotype and polished metallic finish to bring the brand firmly up to date.

All the new designs sit comfortably in a restaurant, bar or traditional pub environment and are also available to the off-trade.

In 2014, Whitstable Bay Black Oyster Stout was added to the collection. It’s a silky keg stout brewed using a unique blend of four coloured malts which impart a rich complex flavour, balanced by the finest admiral hops and finished with a smooth creamy head. All the beers are handcrafted using 100% natural ingredients including chalk-filtered mineral water from the brewery’s own artesian well. The name and branding were chosen to complement the existing Whitstable Bay range and draw on the heritage of the town and its famed oysters.

Off the back of the success of Whitstable Bay’s refresh last year, we invited JDO to work on the Whitstable Bay Black brand extension. Our brewers have come up with a delicious full flavoured stout and JDO has created a fantastic lens design that reflects the quality of the product.
Mark Miller, Marketing Manager at Shepherd Neame

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