St Austell Brewery has unveiled a new label design and shape that will be rolled out across its range of bottled beers.
The revamped bottles can be seen first for Tribute, Korev and Proper Job, followed by other permanent beers in the Cornish brewer’s range.
The new lightweight 500ml bottles are taller with the name of the brewery embossed around the neck, with bold changes to the labels celebrating St Austell Brewery’s innovation and heritage.
Jeremy Mitchell, marketing and communications director at St Austell Brewery, said: “As part of the design process, we looked at the brewery’s history and wanted to celebrate what makes St Austell Brewery so unique.
“To help create standout, the new branding encapsulates all the attributes that we’re proud of: passion, heritage, independence and quality ingredients. “
After a competitive pitch, Brighton-based CookChick was appointed as the lead design agency to undertake the brand and packaging overhaul.
Lee Cook, CookChick director, said: “St Austell Brewery is fiercely proud of its Cornish origins and brewing history – and quite rightly so. Our approach was to galvanise this knowledge and integrity and bring out a more innovative approach on the new labels.”
The overhaul of the bottles follows the launch of the biggest-ever marketing campaign for the brewer’s flagship beer Tribute. Launched this summer and designed to bring to life the brand’s strong provenance and taste credentials, all activity communicates the proposition, “Quality that speaks for itself”.
St Austell Brewery, which is still family owned and run, is Cornwall’s largest independent brewery and one of the county’s oldest businesses, founded in 1851.