Re-positioning an iconic brand to create growth

Theakston had gone through a roller coaster of a business journey, including the highs of regaining family ownership and being recognised as a truly independent brewer and champion of English ales. Theakston already had brand equity with its core, more traditional drinkers, however a new category had been created – craft beer – and it was dominating the market. The sector became flooded with new brewers and brands, all competing for the same space on bar and on shelf. Moreover, Theakston did not want to be seen as ‘dad dancing’.

Theakston had spent almost two centuries building its reputation and developing a strong market following as a brewer of authentic and traditional ales of exceptional quality. The range extensions and brand design solutions were a careful balancing act – they had to build on Old Peculier’s brand integrity and equity whilst also being both contemporary and premium – appealing to both the new wave craft drinkers and the beer traditionalists. We worked on the brand hierarchy to ensure that the name Peculier was hero and the brand colours were consistently applied, especially the gold. The typography was carefully developed in the Peculier style.