Repositioning a legendary brand for growth

We applied our deep rooted knowledge and extensive 20 year brand expertise to create a visually intelligent strategic brand design solution that repositioned Theakston Brewery for growth in a competitive and crowded sector. We evolved Theakston from ‘Legendary Brewers’ to ‘Brewing Legends Since 1827’, highlighting their near 200 year expertise in the brewing sector. We emphasised their use of the iconic Theakston yellow to give them a fresher, craftier feel to appeal to a younger demographic whilst not alienating existing customers.

Repositioning the flagship brand

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. We worked on the brand hierarchy to ensure that the Peculier name was hero and the brand colours were consistently applied, especially the gold. The typography was carefully developed in the Peculier style.

Peculier brand extensions

The range extensions and brand designs 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. This way of thinking allowed Nowt Peculier to thrive in the no/low beer category and for Spirit of Old Peculier to launch into the premium spirits category.

Core beer range

As well as working on brand hierarchy for the flagship Peculier range, we helped develop Theakston’s range of core beers to keep up with the changing market. Impactful POS branding and packaging was created for a strong brand presence on bar, and in off-trade channels.

Contemporary craft development

A new range of craft beer designs were developed to keep up with the growing demand and competition from craft brewers and drinkers. This built on Theakston’s reputation, continuing to develop a strong market following as a brewer of authentic and traditional ales of exceptional quality.

Seasonal branding

To appeal further to the new, younger drinkers, Theakston has also introduced some seasonal products and, through name generation, POS branding and packaging, they’ve created fresh and contemporary products which have strong on-bar brand presence as well as in off-trade channels.